The creative drew inspiration from iconic White House Oval Office portraits, in which U.S. presidents are often depicted sitting behind an oversized executive desk. Navy, white and, of course, gold fill the composition, but the focal point is the series' star in character, featured prominently in all his presidential glory. In lieu of a pen, as many American presidents are often captured with, the "president" holds note cards – a subtle nod to the show's late-night format. Behind him, some Russian dolls. Perhaps a gift from a favorite foreign leader?

This imagery was complemented with a custom line written in the president's signature tone and lexicon: "Another golf trip? Sad!"

The creative for The President Show had all the superficial presidential trappings, but upon further examination, it subtly and humorously captured the spirit and likeness of the series, as well as the absurdity of the very administration it parodied.

President Donald J. Trump was inaugurated on January 20, 2017, and The President Show premiered April 27, 2017. In just three short months, the entire creative vision for the series and the strategy for its launch were developed. During this period, the president became notorious for his controversial, weekly trips to his beloved Mar-a-Lago Club. So to capitalize on the incredible media attention these trips were receiving, Comedy Central designed and purchased a billboard in West Palm Beach, Florida, a stone's throw away from Mar-a-Lago and directly on the president's route from the airport. When "The President Show Mar-a-Lago Billboard" posted immediately after one of the president's weeklong stints at the club, and just three days prior to the show's launch, Comedy Central was able to ride the wave of press and consumer attention straight into the premiere.

"The President Show Mar-a-Lago Billboard" captured the attention of the press and consumers alike, and drove awareness of the series premiere. The billboard was well-received and featured on AdAge, Variety and Splitsider, among other publications, and fans on Twitter said they "love this billboard," and called the execution "savage" and "the best ad placement ever." When the show premiered on April 27, 2017, the airing was the highest-rated Comedy Central weekly series in over three years (L+3), delivering over 1MM total viewers, according to Nielsen.

Links to some of the coverage:

http://variety.com/2017/tv/news/president-show-anthony-atamanuik-donald-trump-late-night-comedy-central-1202393354/http://adage.com/article/digital/failing-york-times-comedy-central-ads/308824/

http://splitsider.com/2017/04/comedy-central-bought-a-billboard-for-the-president-show-three-miles-away-from-mar-a-lago/

As part of the marketing launch strategy for the new comedy series The President Show, Comedy Central (U.S.) designed and posted a custom billboard in a hyper-specific location to garner the attention of press and consumers alike. This "The President Show Mar-a-Lago Billboard" execution turned a simple, low-cost static bulletin in West Palm Beach, Florida, into a national, high-impact, disruptive promotional vehicle that garnered the show and the network an abundance of attention and earned media in the weeks leading up to the series premiere.

The strategy for The President Show's launch was to showcase the series' comedic tone and uncanny parody of the U.S. commander-in-chief in broad-reaching placements in order to make noise with the press, pique interest with politically engaged comedy fans and drive awareness of the series. Among the tactics used to execute this was "The President Show Mar-a-Lago Billboard." With this tactic in particular, we sought to turn a modest investment in a localized placement into a disruptive, national amusement and vehicle for awareness.

The execution was intended to pique interest with politically engaged consumers P18-49 who are fans of comedy. Utilizing an easily identifiable layout, the design was a quick read for anyone familiar with traditional Oval Office portraits as well as President Trump's infamous tone and conventions on Twitter. The obvious proximity to Mar-a-Lago added another layer of comedic complexity to the execution.

Continuing its tradition of producing groundbreaking late-night formats, Comedy Central (U.S.) developed and launched The President Show, a political parody starring comedian and master impressionist Anthony Atamanuik as President Donald J. Trump, on the heels of the 2016 U.S. presidential election. To drive awareness of the series and buzz around its launch, we devised a campaign to tease just how uncanny and satisfying the series would be in capturing the commander-in-chief in both likeness and tone.

By the time of the show's launch in 2017, 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 capture attention for the series with press, consumers and perhaps even the president himself, we designed and posted a custom billboard a stone's throw away from Mar-a-Lago in West Palm Beach, Florida, directly on the president's route.