Two & A Half Men on Paramount Comedy: Big Bill

Two & A Half Men is America's highest rating sitcom, allowing Brothers & Sisters, London to promote the new series in the UK as "The biggest thing to cross the Atlantic". As a comparison, they created a fictitious character, Big Bill McGill, "The SECOND biggest thing to cross the Atlantic". The micro-site, dedicated to the life and times of Big Bill, backed up the TV campaign and a series of print ads. The site launched with the header 'The biggest thing to cross the Atlantic', until the TV ad revealed that it was an ad for Paramount, at which point the link to the Two & A Half Men site and the words 'second biggest thing' were added.