The Americans is a show that loves to provocative, and its Emmy campaign is certainly further proof of that. Specifically, it’s so provocative that not every network out there is comfortable showing it.
According to Deadline, FX has had some trouble getting all potential buyers to snag their latest spot promoting the show, one that features a Russian flag flying outside of the Capitol building alongside the message “The Russians Are Here.” There is a URL in TheRussiansAreHere.org at the bottom of the spot, which redirects over to the FX / FXX For Your Consideration page. There are similar print ads floating around there as well featuring similar imagery; one print version of the ad has the flag draped around the Washington Monument.
One of the real issues that some out there seem to have with the ad is that nowhere in it does it directly mention The Americans or FX, and superficially it could be viewed as an overt political statement about the Donald Trump Presidency … which is obviously a big part of the point. This is a smart network that clearly knows what they are doing, and a big part of that is stirring up conversation. While the current scandals about Trump’s Russian connections are a political firestorm, it is something that The Americans can capitalize on given that much of the entire series is geared around Russians infiltrating America as spies.
As for whether or not this campaign generates Emmy nominations, that remains to be seen — the fifth season of The Americans was polarizing thanks mostly to its super-slow pace, and with so much competition, it’s easy to envision scenarios in which it’s left in the dust for the time being. It has much of the competition it did last year, plus also shows like The Crown and The Leftovers that have only increased in prominence over the past year or so.
Still, these ads do further prove that no network markets their series in as significant a way as FX does; they excel in part at getting nominations because they are so exceptional at finding ways to get their products out there in front of the public.
What do you think about The Americans and their Emmy campaign: Is it smart, or too provocative for its own good? Share below! (Photo: FX.)