BeTV Builds Walls To Promote Who Is America?

Donald Trump has been threatening to build a 'Mexican Wall' ever since taking office - but no-one expected him to start in Brussels.

Yet that was the sight which greeted customers at three Mexican-themed restaurants in the Belgian capital this week, who popped in for a burrito only to find their way blocked by concrete-block barriers which had seemingly sprung up overnight.

However, on closer inspection of the posters plastered across the 'walls', it turned out the brickwork wasn't part of the US President's world domination plan - instead, it was a fittingly controversial stunt to promote comedian Sacha Baron-Cohen's latest mockumentary series, Who Is America?, which began airing on Belgian television network BeTV this week.

The broadcaster teamed up with FCB-affiliated agency Happiness Brussels to create the OOH activation, with all the building work taking place under cover of darkness and without informing any of the restaurant owners in advance.

It's a fittingly salty stunt for the seven-part series, which has already stirred up controversy with former presidential candidate Sarah Palin, Dick Cheney and the NRA.

“[Who is America? is] Sacha Baron Cohen at his best: intelligently exposing the true nature of people and pushing the limits of what he can get away with. In that sense, this outdoor campaign is definitely Cohen-worthy. All it took was some bricks, glue and cojones,” the agency said in a statement.