Comedy Central Spends Heavily To Promote Roast Of Charlie Sheen

By Jessica Grabert 2011-09-05 11:31:14 discussion comments
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If you haven’t been paying attention to the early promos for the Comedy Central Roast Of Charlie Sheen, the first parodies Dr. Strangelove and the next few are weird homages to crazy trains that must have cost an arm an a leg, complements of Ozzy Osbourne’s hit song in the background.

In fact, the network plans to launch an entire marketing campaign using “Crazy Train” to tie the campaign together. Next week, buses in New York and Los Angeles will be wrapped to look like the train in Roast commercials. Additionally, more train commercials will be rolled out, as well as footage for the actual Comedy Central Roast of Charlie Sheen which tapes on September 10, to be aired later in the month. With all of the marketing scheduled, Comedy Central’s executive Vice President of marketing, Walter Levitt, believes the advertising for the Roast of Charlie Sheen may end up being the largest budget for a Roast, ever. The budget aligns with the network’s promotional goals, however. Levitt said:
"When people hear 'Crazy Train,' we want their first association to be with Charlie Sheen.”


This all stems back to Sheen’s debacle in past months and his subsequent firing from hit comedy Two and a Half Men. According to Ad Age, there is no coincidence Comedy Central’s Roast of Charlie Sheen will hit the cable station on September 19, the same day Sheen’s character will be killed off via train accident.

Whether or not taking shots at Sheen ends up being one of the best roasts the network ends up hosting, Comedy Central is taking no chances on viewership. If you are ready to board the crazy train, you can check out Comedy Central’s Roast of Charlie Sheen on September 19 at 10 p.m. Check out the bus advertising, below.


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