Advertisers for Sacha Baron Cohen’s “Who is America” TV program have taken the show’s ethos for uncomfortable pranks to a new level in Belgium, erecting walls in front of Mexican restaurants to promote the runaway hit.
Belgian broadcaster BETV recently teamed up with advertising firm Happiness Brussels to have real walls built overnight in front of three Mexican restaurants, mimicking US President Donald Trump’s promise to build a wall on the US Mexican border, according to Ad Age.
None of the owners of the restaurants were informed ahead of time about the stunt, though none complained, according to the report. That may be because the advertiser likely didn’t make them pay for the wall.
In true Trumpian fashion, though, the walls were given big, beautiful posters for the show, which sees comedian Cohen take on a number of alter-egos in a bid to expose the true America.
The show, airing on Showtime in the US, has generated a fair amount of controversy, mostly thanks to the exploits of Cohen’s macho Israeli character Col. Erran Morad, who has gotten politicians to push for giving toddlers guns, among other hijinks.