USA Network’s marketing campaign for its new hacker drama Mr. Robot is pretty blunt: “F–k Wall Street,” “F–k Society,” “F–k Social Media,” “F–k the System.”
While the F-word isn’t fully spelled out in the attention-getting series of ads, it’s not hard to fill in the blanks, either. (The other ads are below.) The marketing effort might be the most verbally profane TV ad campaign ever. Currently, the ads are only expected to run online. (Typical TV ad distributors that own billboards and bus stops might have an issue with them.) The move follows last fall’s ad campaign for Fox’s Backstrom, which used the tagline “Brilliant Detective, Total Dick.”
The ads play up the anti-establishment view of Mr. Robot‘s hacker lead. The series is billed as a psychological thriller that follows Elliot (Rami Malek), a young programmer who works as a cyber-security engineer by day and a vigilante hacker by night. Elliot finds himself at a crossroads when the mysterious leader of an underground hacker group (Christian Slater) recruits him to destroy the firm he is paid to protect. Portia Doubleday, Carly Chaikin and Martin Wallström also star.
Mr. Robot boots up on Wednesday, June 24.