Comedy Central developed and launched The President Show, a political parody starring master impressionist Anthony Atamanuik as President Donald J. Trump, on the heels of the 2016 U.S. presidential election. By the series premiere, President Trump was as infamous for his controversial golf trips to his beloved Mar-a-Lago Club as he was for his unique Twitter habits. To capitalize on this and drive awareness of the series, we designed and posted a custom billboard a stone's throw away from Mar-a-Lago in West Palm Beach, Florida, on the president's route from the airport. The creative drew inspiration from White House portraits, in which U.S. presidents are often depicted behind an oversized executive desk. In lieu of a pen, this "president" holds note cards – a subtle nod to the show's late-night format. This imagery was complemented with a custom line in the president's signature tone and lexicon: "Another golf trip? Sad!"

Another Golf Trip? Sad!