An unusual ad greets visitors to The New York Times homepage Wednesday morning: Headlines with Cyrillic text descend from the top of the page, then jumble into Cold War-era "news" in English:

It is, of course, an ad for the FX show "The Americans," which returns tonight.

"The Americans" used a similar-style ad last year, Times spokesperson Linda Zebian tells Poynter in an email. And an ad promoting the National Geographic show "Killing Lincoln" went back farther than the '80s, using a Times front from 1865.