×
You will be redirected back to your article in seconds

Fox Unveils #KidsAreDicks Marketing Campaign for ‘The Mick’

Fox unveiled a brash new marketing campaign for its upcoming comedy series “The Mick” on Thursday.

Built around the social-media hashtag #KidsAreDicks, the campaign aims to encourage would-be viewers to share their most horrific parenting stories. “The Mick” stars Kaitlin Olson as Mickey, an ill-mannered woman who is stuck caring for her niece and two nephews after her sister and brother-in-law flee the country.

“In the social universe of today where from the outside, everything can look glossy, picture perfect and surgically curated, we all really embraced Aunt Mickey’s style of just telling it like it is,” said Angela Courtin, chief marketing officer for Fox Broadcasting. “So instead of those glowing ‘my child is a straight A student’-style bumper stickers, we instead thought ‘Kids Are Dicks’ was reflective of the way things can unfold when keeping it real. And by telling it like it is, and in her own way, Aunt Mickey is actually “winning” at parenting. It’s a point of entry that is relatable in this day and age.”

The campaign encourages people to tweet their most horrific parenting stories under the #KidsAreDicks hashtag. It also includes a series of videos, the first of which was released Thursday, that feature Olson’s character meeting with marketing executives about the campaign for her show, and blowing them off in favor of the improvised #KidsAreDicks.

“We like to keep the narrative and personalities of our various characters alive through digital extensions,” Courtin said. “When we find that we are true to the characters, their voice and tone throughout a campaign, it strikes a chord with our audience. The authenticity of Kaitlin’s character lends itself nicely to social, and our head of social content marketing, Megan Wahtera, and her team did a great job capturing the essence of Mickey.”

The campaign, developed with advertising agency 360i, will see tweets featuring the hashtag displayed on a billboard in New York’s Times Square, and will culminate in a Snapcash money giveaway pegged to the series’ Jan. 1 premiere.

Watch the first video from the campaign below:

More TV

  • L.A. Teachers' Strike: Hollywood Studios, Unions

    Hollywood Studios, Unions Support Parents and Educators as L.A. Teachers' Strike Rages

    Hollywood unions and entertainment companies have stepped up to support the 31,000 Los Angeles teachers in the second day of a massive strike that’s affected nearly half a million students. More than 50 SAG-AFTRA members picketed at a Tuesday afternoon rally in the driving rain next to the Hollywood & Highland Center with secretary-treasurer Jane [...]

  • R. KellyR. Kelly in concert at

    'Surviving R. Kelly' Producers on the Lifetime Doc's Ripple Effect

    The ripple effect of “Surviving R. Kelly” continues to widen more than a week after the documentary aired on Lifetime, renewing public interest — and outrage — over the litany of sexual abuse allegations against the R&B artist. Lady Gaga and Phoenix have apologized for working with him. Chance the Rapper and other artists are said to [...]

  • Yellowstone

    Viacom Lays Off Paramount Network Staffers Amid Reorganization (EXCLUSIVE)

    Viacom has laid off a number of staffers in its entertainment group, with the majority of the affected employees hailing from Paramount Network, Variety has learned exclusively. A Viacom spokesperson declined to comment. But a source with knowledge of the situation that the number of affected employees was fewer than 20, or less than 2% of [...]

  • The Last OG

    TV News Roundup: 'Last O.G.' Sets Season 2 Premiere Date on TBS

    In today’s TV News Roundup, “The Last O.G.” announces its Season 2 return date and Variety has the exclusive first look at Fox’s new legal drama “Proven Innocent.” FIRST LOOKS Netflix has announced its new limited series “Black Earth Rising” will launch on Jan. 25. The contemporary thriller series stars Michaela Coel as Kate Ashby, a Rwandan girl [...]

  • Matt Walsh

    'Veep' Star Matt Walsh to Lead ABC Comedy Pilot 'Happy Accident'

    Matt Walsh has been tapped for a lead role in the upcoming ABC single-camera comedy pilot “Happy Accident.” In the series, two Pittsburgh families – a father (Walsh) with three adult daughters, and a hotel lounge singer with her med student son – are forced together after a decades-old secret is revealed. Walsh currently stars in [...]

  • Jane Fonda

    'Grace and Frankie' Renewed for Season 6 at Netflix

    Netflix has renewed “Grace and Frankie” for a sixth season ahead of the Season 5 premiere this Friday. The series stars Jane Fonda and Lily Tomlin as the titular characters who found their lives turned upside down when their husbands (played by Martin Sheen and Sam Waterston, respectively) revealed they were gay and left the [...]

More From Our Brands

Access exclusive content