Channel 4 will be airing the first double length episode of Lost in the UK as the bread in a reality TV sandwich with a 30 minute Big Brother special airing between the two hour long halves of the Lost premiere at 8:30 and 10:00.

Channel 4 have been making noise about their plans for a cross media bombardment to ensure everyone knows about the show for months now, and we’re seeing the results of their labour.

David LaChappelle directs a particularly inexplicable promo for the show that’s been putting off plenty of people who might otherwise be interested in tuning in. You can view the trailer here but be warned it involves the cast involved in some bizarrely surreal slow motion dance routine amongst the wreckage of the plane while repeating voice overs claim, “all of us are guilty, all of us are Lost”.

It just comes across as weird.

I don’t get it. What was he thinking?

For those in the UK who haven’t seen the show yet, this trailer is unrelated to the quality of the series itself.