Aubry D'Arminio
July 09, 2008 AT 03:00 PM EDT

What’s the first thing that comes to mind when you think about USA’s Burn Notice?  That “Sun.  Surf.  Espionage.” tagline? Or maybe vanilla ice cream? 

Apparently, USA’s publicity department would say the latter, because—unable to bring New York to Miami, or get us regular Joes into the CIA game—they promoted the show’s season 2 premiere by parking a blue Mister Softee truck outside our Broadway office yesterday afternoon. We loved the free vanilla on a hot hot day, but couldn’t help wondering, doesn’t Michael (Jeffrey Donovan) prefer yogurt? And where, for the love of Brisco County, is Sam? Then again, the promotion is only one-third as wacky/random as that time Matthew McConaughey drove across country in an Airstream trailer advertising Sahara.   

(P.S. Be sure to check out my own Burn Notice mini-TV Watch on Friday mornings here at PopWatch, starting this week and all summer long. And if you want to read in true Burn Notice-style, peruse it over a breakfast of Strawberry Dannon).

(P.P.S. If you’re a Burn Notice newbie, read Gillian Flynn’s season one review by clicking here; and come back to EW.com on Thursday morning, where you’ll find my BN “Cheat Sheet” gallery!)

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