It’s Thursday, which means that it’s time for my weekly Adweek Throwback Thursday column. In honor of tonight’s Peter Pan Live! (which could turn out to be as big of a disaster as the fishnet and spandex that makes up Allison Williams’ Peter Pan costume), I revisited promos from various live programs, including my favorite “live” promo, for ER’s live episode in 1997.

As I wrote,

The show was at its creative peak, and this fantastic promo captured all its glory. Old episode footage was filmed as it played on a monitor, setting a dramatic, nail-biting tone punctuated by ace voiceover work from maestro Don LaFontaine.

See, “anything can happen. Anything!” (Quick question: Is the “Oh My God!” you hear in this clip the same one used in every single ER promo, or did they actually record a new one each time?) Alas, the episode itself was a dramatic dud, but the promo had more than done its job.

I also unearthed promos from 30 Rock’s (second) live episode, a long-forgotten Jon Lovitz Fox special from 1992, and 2008’s so-awful-it-can-never-be-forgotten Rosie Live.

#TBT: Long Before Peter Pan, TV Promos Were Promising ‘Anything Can Happen’ on Live Shows

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