A teaser for a teaser in the Super Bowl is nothing new, but for E!, this is all new and exciting territory.

E! Entertainment will use its very first Super Bowl ad to promote its upcoming Elizabeth Hurley-starrer, The Royals, premiering March 15.

The 10-second tease (above) coincides with the spot below, “The Prince is Coming.” Both prince and princess will appear in Super Bowl Sunday’s “mini movie” to promote NBC’s sister network drama.

[Image courtesy of E!]

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