Marketing On June 29, 2018, a teaser was released by
Showtime announcing that a new series was premiering on July 15, 2018, but they could not yet reveal the title of the series or its creator and star. On July 3, 2018, another teaser was released. On July 8, 2018, Baron Cohen released another video this time featuring former American vice-president
Dick Cheney. The next day, following the series' official announcement, the first full trailer for the series was released.
Interviewee response On July 10, 2018, former Alaskan governor
Sarah Palin disclosed on
Facebook that she had been interviewed by Baron Cohen while he was in character as a disabled veteran. She expressed anger at being tricked into participating in the interview saying, "I join a long list of American public personalities who have fallen victim to the evil, exploitive, sick 'humor' of the British 'comedian' Sacha Baron Cohen, enabled and sponsored by
CBS/Showtime." Ultimately, Palin's interview was not included in any of the series' seven episodes though in the end credits of the final episode Palin is credited as "Special Publicity Consultant (Inadvertent)". A day later, former U.S. congressman
Joe Walsh revealed on Twitter that he too had been interviewed by Baron Cohen in character and was critical of the methods used to gain his participation in filming saying, "Dressing up as a wounded veteran is absolutely stolen valor, his tactics are disgusting—I know cause I too was duped." On July 12, 2018, former Alabama judge
Roy Moore similarly divulged his unwitting participation in the series through a statement saying, "As for Mr. Cohen, whose art is trickery, deception and dishonesty, Alabama does not respect cowards who exhibit such traits!" That same day, Georgia talk radio host Austin Rhodes confirmed he had unwittingly had Baron Cohen on his radio program as a guest in August 2017 while Baron Cohen was in character. Rhodes indicated that he was not as irritated as other interviewees had been, mentioning that he is a fan of Baron Cohen's, and saying his "biggest regret is not being able to shake his hand as Sacha Baron Cohen or interview him (as himself)." Also that same day, former
Maricopa County, Arizona sheriff
Joe Arpaio revealed that he had been interviewed by Baron Cohen and commented on how he felt "disturbed" after the interview saying, "You can't get any more fake. The guy's posing from the media from Finland? I get a lot of interviews from foreign people. I always talk to the foreign people. This was a little strange." In a fourth report that day, broadcast journalist
Ted Koppel disclosed that he had taken part in an interview for the series at his home under the impression it was for an upcoming Showtime series titled
Age of Reason. Koppel was not overly irritated at the notion of being tricked saying, "Everybody loves seeing well-known people get duped. I relish it too, when it's done well." Though he went on to express concern over the notion of people posing as documentarians or journalists adding, On July 13, 2018, U.S. Representative
Matt Gaetz of Florida admitted that he had been deceived by Baron Cohen and participated in an interview. Gaetz acknowledged that he was a fan of Baron Cohen's and was looking forward to the series saying, "It's very consistent with his model, beginning with a seemingly normal interaction and then the brilliance of his comedy is that he accelerates the awkwardness of it to some usually ironically humorous end." On July 15, 2018, Laguna Beach fine art dealer consultant Christy Cones commented on her appearance in the series' first episode saying, "Sacha Baron Cohen owes me a face-to-face meeting as compensation for his underhanded tactics and his preying on the vulnerable, especially by pretending to be someone who suffered when he probably hasn't suffered a moment in his life. That's the least he could do after putting me through this. That, and buy a painting." On July 16, 2018, Showtime defended Baron Cohen against the accusations leveled against him and the series by Palin and Walsh regarding his alleged portrayal of himself as a disabled military veteran saying, "Baron Cohen never presented himself as a veteran of the U.S. military to former Alaska Governor Sarah Palin during the booking process or during the filming of her interview, and contrary to her claims he did not appear in a wheelchair. In both the interview with Governor Palin and the interview with Senator Sanders, he did not wear military apparel of any kind." On July 17, 2018, U.S. Representative
Dana Rohrabacher of California issued a statement commenting on his appearance in episode one saying, "I love good satire, but good satire must reveal some basis in truth. This was fraud, a sick fraud at that, and its intention was to deceive the American people for political purposes." On July 21, 2018, reality star Corinne Olympios discussed in an interview with
Entertainment Weekly how she had made peace with her appearance in the series' second episode, saying, "It was a little scary, I'm not going to lie... This is what he does, everyone knows he's a jokester, he's a political jokester. He's funny, he's a very well-known name, and you've just gotta ride with it. Yolo!" On July 31, 2018, Atlanta battle rapper Ness Lee spoke with
Vulture in an interview regarding his appearance in episode three, saying, "I thought he was going to make me look crazy. But I came out looking okay. I don't know the real answer as to why, so I'm just gonna make myself believe that Sacha's actually a fan of mine, and that's why I got a decent edit." On August 10, 2018, Arpaio spoke again about his appearance on the show, this time in the wake of his segment's airing in episode four, through an interview with
The Washington Examiner. In the interview, Arpaio issued a challenge to Baron Cohen saying, "Get the guts, get out of your undercover role, come and interview me in English, of course, so I can understand him so we can go man-to-man. You can ask me anything you want. I'll be glad to deal with it. He won't have the guts to do that. Maybe he will, I don't know." On August 13, 2018, Youth Shooters of America founder Dan Roberts commented on his appearance in the series' fifth episode during an interview with
The New York Times. He expressed his displeasure in the conduct of Baron Cohen and Showtime saying, "This was a malicious, willful and deliberate act on the part of Sacha Baron Cohen, the production company and Showtime, who blatantly lied to me about the purpose of the entire thing, in a deliberate effort to humiliate me." On September 5, 2018, it was reported that Moore had filed a lawsuit against Baron Cohen, Showtime, and CBS Corporation seeking $95 million in damages for alleged fraud, defamation, and emotional distress. The lawsuit was filed in the
United States District Court for the District of Columbia and argues that the release signed by Moore was "obtained through fraud" and was therefore "void and inoperative." On October 23, 2018, it was reported that Showtime had filed a motion for a change of venue from the U.S. District Court in Washington, D.C., to the Southern District of New York, which covers Manhattan. On December 12, 2018, Moore's legal team issued an opposition to a motion by Cohen, Showtime and CBS to have the matter dismissed. In the filing, Moore's legal team contended that he was "fraudulently induced" to appear on the show by two primary misrepresentations. The first was that he was under the impression that he was being flown to Washington D.C. to receive an award for his support of Israel. The second was he was told that the segment he was appearing in was being produced by an Israeli production company named Yerushalayim TV. In July 2021,
Southern District of New York Judge
John Cronan dismissed the lawsuit, declaring that "Moore's claims are barred by the unambiguous contractual language, which precludes the very causes of action he now brings." This decision was upheld by the
Second Circuit Appeals Court in Manhattan, which wrote in its unsigned summary order that "Baron Cohen may have implied (despite his in character disclaimers of any belief that Judge Moore was a pedophile) that he believed Judge Moore's accusers, but he did not imply the existence of any independent factual basis for that belief besides the obviously farcical pedophile detecting 'device,' which no reasonable person could believe to be an actual, functioning piece of technology." Responding to the judgement, Moore told the
Associated Press that Baron Cohen's "pusillanimous and fraudulent conduct must be stopped," and that he will be making a further appeal.
Political consequences Following the premiere of the series' second episode,
Jason Spencer, a Republican
state representative from Georgia, faced criticism from members of both sides of the political spectrum after he appeared onscreen screaming the racial epithets "
nigger" and "
sand nigger", speaking in a
stereotypical Asian accent, and baring his buttocks in a purported attempt to ward off potential terrorists. By July 24, 2018, it was announced that Spencer would resign from his office effective July 31, 2018.
Distribution On July 15, 2018, the series premiered on
CraveTV in Canada and on
Stan in Australia. On July 16, 2018, it premiered on
Channel 4 in the United Kingdom On July 17, 2018, it premiered on
Sky Atlantic in Germany. ==Reception==