The fictional town of Lanford, Ill., where the sitcom Roseanne is set, is more than 800 miles away from Manhattan. But for the next four weeks, subway riders on New York’s shuttle train between Grand Central Station and Times Square will be instantly transported to the iconic Lanford living room of Roseanne Barr’s working-class TV family.
ABC has wrapped one of the shuttle trains to recreate the living room of Dan and Roseanne Conner, as part of its nostalgia-themed marketing campaign to promote its revival of Roseanne, which debuts Tuesday, March 27.
The subway seats are camouflaged to look like the Conner’s famous couch—which also made an appearance at last year’s ABC upfront—down to the appearance of the iconic afghan. Meanwhile, the ends of each subway car are patterned after a fireplace, with photos of the Conner family and other tchotchkes on the mantle. The walls feature portraits of Barr, Goodman and the cast.
ABC said the subway activation launched today and will run for four weeks. It will be the campaign’s only train activation.
Barr’s hit sitcom ran for nine seasons on ABC, ending its run in 1997. The entire original cast is returning for the revival (including John Goodman, who played Dan, even though the then-series finale revealed that his character died).
In the show’s marketing campaign, “we just want people to embrace the family that they knew and loved, but understand that time has passed. But hopefully they’ll enjoy spending the time with them just as much as they did several years ago,” said Rebecca Daugherty, evp of marketing for ABC.