A little background on this spot. The guy with the cigar in this spot(yep - there's an anchor smoking a stogie in this promo) is Dale Hansen. Dale has been WFAA's main sports anchor for years and promoted as a real firecracker personality. He's known for that in Dallas -- where a cocky, cigar smoking anchor is actually accepted.
This spot is for their new morning anchor, Ron Corning.
Does it work? Part of me loves the different approach... part of me isn't sure... part of me wants to smoke a cigar now.