To promote the premiere of Sacha Baron Cohen’s new mockumentary series, Who Is America?, Belgian TV network BeTV teamed up with Brussels-baed experiential agency Happiness to build temporary walls outside of unsuspecting—but apparently good-natured—local Mexican restaurants (la cuisine Mexicaine!). Once the walls were up, the agency posted banners marketing the show.
In the series, Baron Cohen disguises himself as different personas—much like he did for his series Da Ali G Show, which originated on the UK’s Channel 4 and then was picked up by HBO in 2003 and 2004. Who Is America?, which premiered Sunday, July 15 at midnight, immediately generated buzz and controversy by catching controversial political figures such as Sarah Palin, Joe Arpaio and Rep. Jason Spencer (R-Ga.) in compromising situations.
Happiness’ video of the stunt (above) mimicked the style of Showtime’s original promo for the show (below):
READ MORE: The Drum