Comedy Central targets women cyclists with DeVito's face

AMSTERDAM - In a marketing campaign for Comedy Central in Amsterdam, ad agency Modernista! is putting seat covers with Danny DeVito's face on them on women's bikes.

The covers promote DeVito's TV show 'It's Always Sunny in Philadelphia', which airs every Tuesday at 10.30pm on Comedy Central Netherlands.

Along with the face of the dimunitive star, who plays a pervy womaniser, the seat covers carry the line "Enjoy the ride!".

Boyd Coyner, Modernista!'s managing partner, said: "The character Danny DeVito plays is a twisted, dirty old man who divorces his wife and sleeps with anything that moves. We thought that an appropriate way to launch the show would be to have women across The Netherlands sit on DeVito's face."

The creative work is the first of three promotional campaigns for Comedy Central. Other work will include print, radio, online and outdoor stunts throughout the Netherlands.

Modernista! was founded in Boston and has offices in Amsterdam and Detroit, with clients including The Bill and Melinda Gates Foundation, Cadillac and Animal Planet.