Comedy Central is taking over The New York Times, The Washington Post and other sites with ads that blare slogans like "failing" and "fake news" in the middle of articles.
The spokesperson in the digital ads is an uncanny Donald Trump impersonator, Anthony Atamanuik, who is getting his own parody show on the network.
On Thursday, "The President Show" premieres with Atamanuik donning the orange comb-over and oversize red tie. To herald the debut, The New York Times home page will feature a takeover ad with the presidential doppelganger dropping down in a banner ad and pointing at the website while mocking it with one of President Trump's signature insults: "Failing."
The ads, which break the fourth wall to mock the Fourth Estate, were already appearing The Washington Post on Wednesday, loading on the right side of news articles with the character pointing leftward and a tagline "fake news" flashing.
Comedy Central developed the parody digital campaign through its in-house creative team, according to Shawn Silverman, Viacom's VP of brand, consumer marketing and events.
"The sites appreciated the joke and are being good sports about it," Silverman said.
It's less clear President Trump himself will be a good sport about a whole show dedicated to making fun of him. There is also a well-placed billboard on the highway near President Trump's Mar-a-Lago estate, meant to get his attention with the tagline "Another golf trip? Sad."