Bob Odenkirk wasn’t on the schedule. Even so, on Saturday, July 28, 2018, he appeared at AMC’s panel before the Television Critics Association press corps in Beverly Hills and dropped a line no one was expecting: “I have a tattoo”.
Then he dropped his pants. On his backside was the Better Call Saul logo surrounded by a heart, along with the premiere date for season 4, August 6. According to several media outlets, it wasn’t real ink but a temporary decal, and AMC handed out an identical one to reporters and attendees.
The gesture wasn’t a coincidence: that same day, the network announced that the series would get a fifth season. Odenkirk joked that he was “a true company man” and said he’d wondered where to put it so everyone could see it. Later, on The Tonight Show with Jimmy Fallon, he clarified that the tattoo was temporary.
A seasoned actor, a room full of reporters and a decal on his backside: that’s how you promote a series.