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Fox markets 'Backstrom' with 'total dick' ad

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Fox is going bold with advertising for its new midseason dramedy Backstrom.

The series stars The Office‘s Rainn Wilson as the titular self-destructive and bigoted detective. Or, as the new poster for the series says, “Brilliant detective, total dick.”

It’s not the first time Fox has included offensive language on its key art. Earlier this season, ads for Red Band Society that labeled Octavia Spencer’s character a “scary bitch” were pulled from Los Angeles buses after numerous complaints.

Backstrom’s strongly worded art is slated to run on digital billboards across the country starting Monday, but Fox is prepared to run backup art should anyone choose against running the original.

Backstrom premieres Thursday, Jan. 22 at 9 p.m. ET on Fox. The full ad:

 

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