'Fargo' Campaign Shoots for Coen Brothersâ€™ Sensibility

04.15.2014

One of the first looks we saw for FX's "Fargo" was Billy Bob Thornton starting his car, then scraping snow off his windshield. That was it. This brief promo was one of more than 15 similar spots, ranging from about 10-30 seconds, each depicting pieces of life in Fargo. They rarely had dialogue, but represented stark and honest moments that, if you looked closely enough, had a sinister edge.

The cryptic teasers were just the beginning of "Fargo's" awareness campaign. Though they were easily recognizable and matched the FX brand perfectly, they didn't tell us much about the show, which premieres Tuesday, April 15. But according to Stephanie Gibbons, president of marketing and on-air promotions at FX Network, that was entirely the point.

"We wanted to communicate that the subject matter would be different, but the tonality and the atmosphere would be the same as the beloved film from the Coen brothers," said Gibbons. "It was a way to signal that there's something very idiosyncratic about the way they write and shoot and present their material. There's something, I think, inherently cryptic about it. So we wanted to pay homage to that and let people know that they wouldn't be disappointed."

Gibbons and her team found that the chatter on social media leading up to the show's premiere was largely positive, filled with Coen brother fans excited to see the property get another life (it helps that Joel and Ethan Coen are on board as executive producers). Mirroring the Coen brothers' style and the general sensibility of the original movie became a priority for FX as they introduced viewers to the new series, stressing that although it takes its name from the '90s film, it is a new story with new characters aligning with FX's brand.

The network created a plan to take the wry humor, stark visuals, occasional violence and eccentric characters, and translate that into the series' marketing strategy as well. This was also reflected in the key art, which took a page from one of the posters of the 1996 film, mashing up domestic tranquility with bloody ends:

FX's promo campaign incorporated a similar tactic, giving us pieces of the story from different characters' points of view. For example, one of "Fargo's" first longer promos starts with Martin Freeman's character, bloody and beaten up, simply saying: "What a day," before chatting in a hospital about possibly murdering someone. It's this type of "Fargo" attitude-featuring a polite town with a violent underbelly-that unites the film and the new show.

According to Gibbons, FX fans seek out this type of unique perspective. Pointing to brands like "It's Always Sunny in Philadelphia" and collaborators like Ryan Murphy, she says FX aficionados tend to veer toward the idiosyncratic and unusual, which is what makes "Fargo" perfect for this fan base.

"They definitely hunger for and have a passion for a product that is an artist's unique view on the universe," said Gibbons. "And this is a stunning story that stands in its own right. So if you love that fulcrum of the macabre, the humorous, the ironic and the horrifying all brought together in a sweet and wholesome package, then you're going to love it."

To give viewers a taste of this different perspective and to get a feel for this region inspiring the show, FX also implemented a series of behind-the-scenes videos. Each one focuses on a different aspect of the area or the culture, explaining life in this part of the country that many of the show's viewers will never see.

Gibbons said they're also being used almost as a travel guide, as a window to the world in which "Fargo" occurs: "We really wanted people to see what the atmosphere and what the sensibility exists in its pure form that we're channeling. It's almost like you come to this landscape as strangers in a foreign land."

Lastly, after countless teasers and a few longer trailers focusing on the show's exalted cast, FX released a seven-minute preview of "Fargo's" premiere episode on Yahoo! for a 48-hour exclusive before being posted on FX's YouTube page.

"I think that for people that are fans of it and are curious what we're going to do with it, it's a great way to dive deeper," said Gibbons.

"Fargo" debuts on FX Tuesday, April 15 at 10 p.m.