Dexter

Showtime’s “Dexter” campaign includes 11 mock magazine covers. Above: New Yorker, US Weekly, Details and Rolling Stone.

In the show, Dexter is a celebrity of sorts, yet maddeningly unknowable (both to the viewers trying to find the borders of his personality and to the show’s Miami residents trying to catch a mysterious vigilante). So this chameleon-of-covers campaign works perfect. Plus, it’s never a bad idea for a network to produce ads that flatter 10 popular magazines.

Couple quibbles: The campaign makes for cluttered-looking billboards (several ads run on each), and one observer noted “I didn’t realize they were mock covers,” so some confusion is possible. That doesn't change the fact it deserves an...

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