A television spot for The Lord of the Rings: The Rings of Power reveals a new tagline for the upcoming prequel series. Based on author J.R.R. Tolkien's seminal Lord of the Rings novels and their appendices, Prime Video's highly anticipated Rings of Power prequel series was developed for television by writers J. D. Payne and Patrick McKay. Amazon has made a whopping $1 billion commitment to a five-season arc of the show which will cover the time period known as the Second Age.

The prequel will feature the returns of Elrond and Galadriel, with Game of Thrones' Robert Aramayo and His Dark Materials' Morfydd Clark playing younger versions of the Elven characters. The Rings of Power also features a massive ensemble cast comprised of actors from all around the world playing new Elven, Dwarven, human, and early Hobbit-like characters known as Harfoots. With the series premiere in September quickly approaching, Amazon's marketing campaign has been making a concerted effort to acquaint audiences with the differences in Middle-earth milieu during the Second Age.

With a few months to go until the series premiere, The Rings of Power is beginning to air several television spots. One of them, shared by the official Lord of the Rings on Prime Twitter account, reveals a brand new tagline for the prequel series – "Nothing is evil in the beginning." The 15-second TV spot also features some footage of the show's new characters and sprawling sets. Check out the video below:

https://twitter.com/i/status/1541453841408765953

The tagline "Nothing is evil in the beginning" is a short but suggestive tease for what audiences should expect from The Rings of Power. The prequel series will chronicle the creation of the titular rings of power, the Dark Lord Sauron's rise to power in Middle-earth, the downfall of the island kingdom Númenor, and the last alliance of Elves and Men. These major events will transport audiences back in time thousands of years before The Lord of the Rings, which made for an incredibly epic trilogy from Peter Jackson replete with big battles and set pieces.

Comparatively, the Second Age is a time of relative peace as the rings of power have not even been forged yet nor has Sauron reached the peak of his powers. Thus, good and evil are much less defined and more ambiguous than in future stories when the two sides are clearly represented by rings. Instead, The Rings of Power will take a deep dive into each faction's motives and culture, and like Game of Thrones, explore the political relations between them which shape the well-known future of Middle-earth. The wait for The Lord of the Rings: The Rings of Power is almost over, as the show is set to premiere on September 3.