Not one single episode has been shot. In fact, the cast hasn’t even been compiled yet beyond Sheen really. There hadn’t even been a whole lot of scripts written yet. But FX is not about to let that stop them in an unprecedented marketing move that shows their deep commitment and faith in Charlie to redeem himself.

In fact, FX president John Landgraf even used that term specifically, saying that he believed in redemption. Though the TV exec had to admit that he had his concerns when they pitched the concept to him, he said that he was so impressed with the pitch (and probably the billions that Sheen was making for CBS), that he was sold over in a big way. I hope he’s right. Because if not, he is going to have a lot of egg on his face. Too much for those that pay his salary to ignore if it should all so south.

But they are so sure of their new found gold mine, that they are risking pre-selling advertising time on a show that hasn’t even been created yet. That’s pretty gutsy on their part, most insiders will admit. Especially after Landgraf told AdWeek that he hasn’t even seen a single clip or anything, only some rough drafts. FX sent 1700 emails to advertisers in a push they are calling “Anger Monday”, the latest in the month long marketing blitz for the show.

Some are accusing producers and execs of creating a publicity stunt, rather than just good old fashioned wishful thinking. But what is wrong with that? Isn’t that the point? To 5get people talking about the show so that when it does finally air later this year, it will attract a significant amount of attention. To me, that sounds like a smart move if you are going to risk going all out on such a project.