Charlie Sheen set to be Roasted


Comedy Central has announced it will be using Ozzy Osbourne’s hit song ‘Crazy Train’ as part of the marketing push toward Charlie Sheen’s Roast. The song is in line with the rumors that Charlie Sheen’s character in the popular sitcom Two and a Half Men is expected to be killed by a train in the show’s season premiere.

Both Two and a Half Men and the Roast will premiere on the night of September 19. In an interview with Ad Age, Walter Levitt, Executive VP of Marketing)at Comedy Central, said, “It was one of those moments as a marketer where you just feel like the universe is unfolding as it should and aligning perfectly.” He then added, “The fact that an hour earlier Charlie will be killed by a train is almost too perfect for words.

The campaign involves the train theme being played across TV, out-of-home, radio, print and social media. In addition, double-decker buses in New York and Los Angeles are being covered to resemble the campaign’s signature ‘Crazy Train,’ and a train track-themed wallscape is being put up on Prince and Lafayette Streets in New York.

On TV, the channel is showing the latest in its series of train-conductor spots with Sheen, and will follow that up with clips from the show once it has been taped Sept. 10.

Roast, since its announcement in July, has become of Comedy Central’s marquee event,s and the channel has left no stone unturned in its efforts to make it a resounding success. The show has roped in Jackass star Steve-O, TMZ’s Harvey Levin and heavyweight champ Mike Tyson to be a part of it, along with Roast favorites Jeffrey Ross and Anthony Jeselnik and Roast Master Seth MacFarlane.

Holland Taylor and Ron Cryer, Sheen’s co-stars from Two and a Half Men, had earlier declined to be a part of the show.