Saatchi goes all Borat to promote TBS show

Saatchi & Saatchi New York created this goofy campaign for TBS in which a dude named Kiril Vasakinov, a very angry television producer from Belarus, claims that the idea for the TBS sitcom My Boys was stolen from his show, called A Woman and Her Wolves. There's a whole Web site where Vasakinov accuses TBS of intellectual property theft. My Boys isn't something I'd claim responsibility for, but whatever. I must say, pitching a cable network on the premise that they steal from Eastern Europe is a unique approach, if somewhat dated.