With six seasons at No. 1, "American Idol" is now struggling to drive interest in its ninth season, the last for Simon Cowell. Fox's "They all start somewhere" campaign seeks to tap into the emotion of previous seasons, depicting actors singing in the shower or the car. "I said this year has to be about getting back to basics, being real," said Fox marketing executive Joe Earley, comparing the ads to previous commercials, which featured computer-enhanced images.

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