With a flurry of mid-season shows clamoring for attention, Fox’s most anticipated show, the launch for The Mick, needed to grab more than attention; it needed to grab the masses by the…well…

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So, we handed the keys to our foul-mouthed, booze-soaked, yet family-forward (in her own way) main character, Mickey, played by the crazy funny Kaitlin Olsen, letting her develop (sorta) the campaign for the launch. 

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Kids Are Dicks launched nationwide (we can't believe it either) giving real parents, with real parenting headaches their own platform to share how their kids are being — quite the handful. Mickey blew the budget, much to the chagrin of two unsuspecting marketing execs with her purchase of space on Times Square's largest billboard between Christmas and New Year's Eve. 

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Making its debut on January 1st, 2017, The Mick was FOX’s biggest since Empire's premiere in 2015.