This really clearly delineates the audience that CBS marketing wants to reach with that first trailer released at SDCC...unsurprisingly, it was not aimed at the folks who are currently subscribing to CBS All-Access.
Consider that Culber's return is not being held as a surprise - the actor talks freely about it. Culber was one of the more popular characters in Season One, and both speculation about and demand for his return has been widespread on fan sites ever since his "death" on the show. Yet his return isn't even teased in the trailer. Why? Because it would be meaningless to a new viewer. Similarly, other than Sonequa, the series lead, the familiar returning characters are relegated to brief moments of reaction in the ad (except, of course, Tilly) in favor of introducing the new Captain.
I doubt that Pike is a lead character on equal footing with Burnham, but this trailer treats him as if he's at least that.