Marketing “Sons of Tuscon”

Today, a flash banner ad for the new FOX show Sons of Tuscon piqued my interest.

Sons of Tuscon is a show about a fat man-child — think Will Ferrell trapped inside the body of Zach Galifinakis, a look that is so hot right now — living with children who have recruited him to avoid a foster home stay. Hilarity and hijinks ensue when it becomes very clear he is in no way prepared to take care of children, and evidence would support the notion that they might be his intellectual equals. Hooray for negligent, borderline-dangerous parenthood!

Tuscon is an entry in the well-trodden territory of dumb people in sunny places (My Name is Earl,Raising Arizona, etc.). Still, the show seems to be promoting and embracing that subversive Malcolm in the Middle concept of the American family — dysfunctional, dangerous, irrational, ignorant, rude…but with a “circle the wagons” approach to their own blood.

First of all, one can’t help but point out the obvious potential for injury in the image. A slingshot fashioned out of cactus is neither safe nor practical. If for some reason the aim is off — which is highly likely, considering children are manning the weapon — our portly friend could be sent careening into the base of the cactus which would be unpleasant to say the least.

(Possible target audience?)

What interested me most was the suggestion of how the show will be marketed to potential viewers. The slingshot is a rather antiquated pop culture symbol of youth, childhood, and mischief. No adult would have a use for one, and neither would most children in the modern era (unless it was somehow integrated into the controls of a Nintendo Wii game).

Of course, the slingshot goes back to ancient times. It was the device used by David, the little guy, to defeat Goliath. The probable suggestion of the advertisement pits the show as an underdog, and that by virtue of you watching their program, you are sticking it to all the media straw men and executives that wanted to pass on it in the first place.

“And, trust us, we were going to pass on it. However, threatening the release of some…photos…changed our tune…”

As one can see from the original still, the slingshot is pointed at YOU, the violent suggestion being that FOX will attack you with this powerful weapon of mass comedy destruction. It could also be a metaphor for the forthcoming advertising blitz that  will have you pining for the sweet release of a lobotomy.

Executives have always equated relentless exposure with success. After all, FOX aired an Avatar trailer nearly 6 months before its theatrical release. Sons of Tuscon spots were already airing during the NFL playoffs. This early hype probably has them hoping it will become a Malcolm in the Middle-type hit. A tall order, but I think they would ultimately settle for Bernie Mac, or maybe even The Tick.