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

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

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

Debuting January 1st, 2017, The Mick was FOX's biggest launch since Empire's premiere in 2015.