NEW YORK: That's My Bush, Comedy Central's brand-new send-up of the
US president and his family, debuts this week amid a flurry of press
coverage and PR stunts.
Created by Matt Stone and Trey Parker, the brains behind adult cartoon
series South Park, the program has also taken advantage of a couple of
unforeseen PR opportunities.
The cable channel planned last year to produce a program about whomever
won the presidential election. But the protracted wrangling over the
vote count meant the show's production was pushed back.
The delay meant a change in PR strategy because they had no tapes to
send to journalists in the earlier stages of the publicity campaign.
'Whenever we had a publication express interest in the show we just
brought them to the set, which is sometimes risky,' said Tony Fox, EVP
of corporate communications for Comedy Central.
Rolling Stone, Time, The New York Times, AP and Newsweek were among
those who took the tour.
Parker and Stone, deep in production, were unable to do individual media
interviews, so Fox set up a satellite media tour and two conference
That's My Bush experienced an unexpected shot of publicity when a story
circulated that the Bush's twin daughters would be depicted as lesbian
lovers. President Bush himself publicly denounced the story line, which
has now been scrapped.
Promotional tapes are now available and being sent to White House
'They will be amused or outraged, one or the other,' Fox said. 'The hope
is they will ask the president if he has seen it. If he is smart he will
Parker and Stone will also appear on The Tonight Show with Jay Leno the
night before the That's My Bush premieres. By sheer coincidence, the
first guest to appear that night will be Martin Sheen, who plays the
president on the hugely popular The West Wing.