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“Family Guy” Targets “Overprivileged Jews” in Edgy Emmy Campaign
Nominated for an Outstanding Comedy Series Emmy in 2009, a rare feat for an animated series, “Family Guy” made waves with an edgy promotional campaign that targeted its fellow nominees.
The “Where’s My Emmy” campaign dubbed over scenes of Stewie’s infamous “Where’s My Money” beatdown to mock the other series in contention, including “30 Rock,” “The Office” and “How I Met Your Mother.” The show ultimately lost the race to “30 Rock,” but it stole significant awards season buzz in the process.
Ahead of nominations this year, “Family Guy” is again making headlines. Its “for your consideration” mailer features an edgy, controversial cover sure to raise eyebrows.
Featuring lead character Peter Griffin, the cover trumpets the action call, “Come on, you bloated, overprivileged Brentwood Jews. Let us into your little club.” Along with representative episodes, the mailer’s inside portion also features the line, “It’s a secret ballot. You can still tell people you voted for ‘Modern Family,’” which has won in consecutive years and a favorite to win again.
THR editorialized on the story, noting ironically that it, along with fellow trade Variety, rejected an advertising buy based around the same message.