The marketing campaign for season seven of the William H. Macy and Emmy Rossum series is designed draw parallels to the presidential election.
Key art for the season features the cast in front of an American flag with Macy mirroring Uncle Sam. The tagline reads, “Screwed in the U.S.A.” Meanwhile, the hashtag on the show’s official Twitter page is #KeepAmericaShameless.
Now, the cabler has produced a custom “political spot,” which Showtime has released first to Variety. The trailer will make its TV debut tonight on CBS during the network’s post-coverage of the first presidential debate between candidates Hillary Clinton and Donald Trump.
“This unique presidential election provides an equally unique opportunity to showcase the always-opinionated character of ‘Shameless” Frank Gallagher adjacent to the first debate,” Showtime’s executive vice president of program marketing and digital services, Donald Buckley, tells Variety. “‘Shameless’ viewers are smart, passionate and socially conscious. The timing works. The topic works.”
Showtime also developed a mobile initiative called “Vote Gallagher,” which enables fans to vote on their favorite character. Buckley quips, “It’s not rigged.”
Watch the “political spot” for “Shameless” season seven here: