The Ashton Kutcher Village Takeover launches ‘Two and a Half Men’ for Comedy Central

Comedy Central tasked EdenCancan with creating a buzz around the launch of the second series of ‘Two and a Half Men’ to feature Ashton Kutcher in the lead role. Over a two day period, we crept into towns named Ashton around the UK in the early hours of the morning, in order to rename the villages ‘Ashton Kutcher’, in honour of the superstar protagonist. Changing road signs, re-naming village shops, planting ‘Ashton Kutcher’ flower beds and even placing an Ashton Kutcher bust in the local pub helped us to convince the locals that their village had been renamed, all whilst Comedy Central caught their reactions on camera.

The campaign gained immediate media pick up, including The Daily Mail Online, The Sun Online and Stylist Online. EdenCancan actively integrated social media into the campaign, and the twitter buzz even caught the attention of Twitter’s golden boy, Ashton Kutcher himself, who re-tweeted the campaign to his 9.5m followers. National print coverage included a full page in The Daily Star and OK magazine, with a credit for Comedy Central and ‘Two and a Half Men’.  The story was picked up by regional press in the locality of each village, including BBC Radio Northampton and BBC Radio Merseyside. And to top it off, the stunt featured in a two minute piece on Capital FM’s drive time show:

This was an incredibly clever PR stunt, normally we wouldn’t be able to talk about a brand initiative on air for 2 minutes without a celebrity actually being involved or a product launching, so to be able to be able to talk about a tenacious PR idea that was pulled off so successfully is a credit to EdenCancan”  – Greg Burns – Capital Radio Drivetime DJ

The 9th season of ‘Two and a Half Men’ demonstrated a +29% uplift on the previous season, amongst the targeted 16 – 34 adults, making it the highest rating season so far on Comedy Central.

“This was a tough brief. We gave EdenCancan no access to talent and told them to achieve a PR burst for a show in its 9th series. We were very impressed with the results. The village take over was a brilliant creative idea that was exactly on brand. Superbly executed achieving results beyond our expectations. Getting enough moment up to engineer a reaction from Ashton himself (with his 9.5 million followers on Twitter) was the cherry on top.” ZOE DIVER, COMEDY CENTRAL, BRAND MARKETING AND COMMUNICATIONS MANAGER