FX is a network built on high concept, beautifully produced dramas, so innovative marketing was essential to attracting an audience to a new, offbeat comedy, It’s Always Sunny in Philadelphia. Our creative director was brought in as lead writer/producer to create on-air promos that launched the series.
After several meetings with anxious studio execs, Trent’s team came to understand that the power of the series was its absolute fearlessness to address any subject matter. The resulting campaign set out to gleefully push the allowable standards of language and common decency in television promotions. And it worked. As one of the first television series to spawn an active YouTube fanbase for the show promos alone, a phenomenon was born. “Sunny” became the flagship series for the network and helped define their “fearless” ethos.
FX credited the breakthrough promotional campaign as a vital part of the series’ success, which lead to a 9–season relationship with the agency. And in a town where loyalty is a laughable notion, long-term commitment between a studio and an agency is no joke.