The Event is a new show on NBC, and it has the best marketing ever. First, notice how the second 'E' in the word "EVENT" is actually backwards? That indicates that this is no ordinary event but rather an extraordinary one. Anything is possible. Up is down. Left is right. Good is evil. And letters can be reversed!
Second, notice the super subtle letter-play in the "what will you believe?" line. See, they buried the word "lie" inside the word "believe" implying that all is not as it seems on this show. You could believe a lie!