/// Strange Ads Promote an Author Who Isn’t Real and a Book That Doesn’t Exist

November 15, 2013  |  Media Week

IFC's upcoming The Spoils of Bablyon, a comedy miniseries that spoofs serious miniseries, is based on a book that seems to be sold out in Hudson News stores around the country. The problem with keeping the book in stock, though, is that there were never any copies printed to begin with. Eric Jonrosh (and the jig will be up when he shows up on TV and looks a lot like Will Ferrell, who produces the series along with longtime collaborator Adam McKay) is the megalomaniacal author of the book, and his persona has become the avatar of IFC's marketing for the show. “They created a character—well, we don't even like to call him a character,” head of marketing Blake Callaway tells AdFreak. “We like to pretend he's real. We've written the fake book reviews. He's committed to literacy, because if you can't read, you can't read Jonrosh.” The writer's megalomaniacal streak is borne out in the ambitions of the miniseries, which appears to span a period from the 1930s to the 1980s, if the trailer (see below) is any indication. So IFC has an appropriately grandiose ad campaign, with the book-focused executions littering bookstores and branded Little Free Libraries installed in cities like Dallas and Minneapolis in partnership with that organization. Callaway says he hopes to entice writers from the blockbuster-ier end of the literary spectrum to turn out for the show's L.A. premiere in January. “[James Patterson] is on our wish list,” Callaway said

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Strange Ads Promote an Author Who Isn’t Real and a Book That Doesn’t Exist

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