When Comedy Central chose Ozzy Osbourne's "Crazy Train" earlier this summer to be the campaign theme for its upcoming "Comedy Central Roast of Charlie Sheen," even Walter Levitt, the network's exec VP-marketing, couldn't have predicted the marketing serendipity that awaited.
Not only would Mr. Sheen agree to appear in a handful of TV ads as the conductor of said "Crazy Train," but reports soon swirled that his fictional alter ego on "Two and a Half Men" would be killed off by ... you guessed it, a moving train.
"It was one of those moments as a marketer where you just feel like the universe is unfolding as it should and aligning perfectly," Mr. Levitt said. "When we started working on the campaign, the notion of making the song 'Crazy Train' the centerpiece was one where we knew we had something when we heard it."
Less coincidental was Comedy Central's choice of 10 p.m. on Sept. 19 as the roast's airtime, the same date as the "Two and a Half Men" season premiere. "The fact that an hour earlier Charlie will be killed by a train is almost too perfect for words," Mr. Levitt said.