×
You will be redirected back to your article in seconds

FX Launches Covert Emmy Promotional Campaign for ‘The Americans’

FX has launched an appropriately covert campaign to push “The Americans” for Emmy Awards consideration.

The Americans” revolves around a married couple in Washington, D.C. who are long-embedded spies for their native Soviet Union. FX has taken digital and print ads in the Sunday editions of the New York Times, Washington Post and Los Angeles Times that point readers to the TheRussiansAreHere.org website. That URL sends users to FX’s existing For Your Consideration website on behalf of “The Americans,” which features links to all 13 episodes of the show’s fifth season and various promotional material on the show and its key players.

Voting for the first round of Emmy nominations begins Monday and runs through June 26.

FX also took the extraordinary step of buying a 15-second TV spot in CBS’ “Face the Nation,” ABC’s “This Week” and other Sunday political roundtable shows. NBC, however, would not clear the commercial if it didn’t include the FX and “The Americans” logo.

The provocative spot echoed the print ads with a shot of the U.S. Capitol building with the red hammer-and-sickle Soviet flag flying overhead, while the soundtrack features a Red Army Chorus-style rendition of “America the Beautiful” but with lyrics in Russian. It ends with a voice-over announcer declaring “The Russians are here.”

The cabler clearly aims to capitalize on the recent ratcheting of tensions between the U.S. and Russia. The two countries are at odds on numerous geopolitical concerns, notably the civil war in Syria. And last week former FBI director James Comey testified before Congress there was no doubt in his mind that hackers directed by the Russian government sought to meddle in the 2016 presidential election.

“The Americans” has long been a critical darling but it never generated much Emmy heat until last year, when it grabbed noms for drama series and lead drama acting bids for stars Matthew Rhys and Keri Russell. FX is clearly looking to generate some buzz for the show with its unusual FYC promotional efforts, which may well cause a stir with TV news viewers who are unaware of the show.

You can watch the ad here:

“The Americans” wrapped its fifth season last month. The Amblin TV drama is set for its sixth and final season next year.

Popular on Variety

More TV

  • Breaking Bad Movie

    'Breaking Bad' Movie: Watch the First Teaser for 'El Camino'

    In case you hadn’t heard, Emmy-winning drama “Breaking Bad” is cooking up a movie sequel. On Saturday, after details of Netflix’s project quietly leaked online, the streaming giant issued the first teaser for “El Camino: A Breaking Bad Movie,” which will be released on October 11. Starring Aaron Paul as Jesse Pinkman, the “Breaking Bad” [...]

  • Breaking Bad

    'Breaking Bad' Movie Release Date, Title and Plot Revealed

    The “Breaking Bad” movie is coming to Netflix sooner than you might think. The film, titled “El Camino: A Breaking Bad Movie,” is now set to be released on Netflix on Oct. 11, according to a report from the New York Times, with Aaron Paul returning as the series’ popular meth cook Jesse Pinkman. Jesse [...]

  • Laurence FishburneNational Memorial Day Concert Dress

    Laurence Fishburne to Produce 'Marvel's Moon Girl and Devil Dinosaur' Series for Disney Channel

    Laurence Fishburne is stepping into the animation game. The “Matrix” star is set to executive produce “Marvel’s Moon Girl and Devil Dinosaur,” an animated series which has been given the greenlight at Disney Channel. Based on Marvel’s comic book series, the show hails from from Disney Television Animation and follows the adventures of 13-year-old super-genius [...]

  • Aracne

    Chile’s Sanfic, Mexico’s Morbido Fest Pact to Promote Latino Horror (EXCLUSIVE)

    Mexican horror festival Morbido and Chile’s Santiago Intl. Film Festival (Sanfic) have agreed on a long-term collaboration intended to strengthen the genre film industry in Chile and across Latin America. This partnership will see Morbido representatives attend the Sanfic industry section each year to aid in the promotion of horror projects and advise those projects [...]

  • 'The Simpsons' Producers on Disney, Spinoffs

    'The Simpsons' Producers Talk Potential Disney Spinoffs, Confirm Apu Will Remain

    “The Simpsons” has never shied away from lampooning Disney over the years, but maybe that’s no longer the case. Homer, Marge and co. are of course now part of the Disney family and made their first appearance at the Mouse House’s D23 Expo convention, where the show’s producers were asked plenty of questions about what [...]

More From Our Brands

Access exclusive content