PTC warns CBS advertisers over '$#*! My Dad Says'

The Parents Television Council is ramping up its campaign against upcoming CBS' sitcom "$#*! My Dad Says," sending letters to 300 advertisers.

The PTC is urging marketers to not sponsor the show "unless they wish to associate their hard earned brands with excrement."

"The Second Edition of the 20-volume Oxford English Dictionary contains full entries for 171,476 words in current use; yet CBS decided to use the ‘s-word’ in the title of this show, putting its blatant contempt for children and families front and center," said PTC president Tim Winter. "Unless or until CBS chooses a different title for this program, we are urging advertisers to avoid sponsoring such an abomination purported to be lighthearted fun. The advertisers have two options. Either they can be complicit in the effort to serve up excrement in front of children and families, or they can choose not to associate their products and services with excrement."

CBS has stated that the content of the show, which will air at 8:30 p.m. on Thursday nights this fall, will not be profane in any way. But Winter's objection to the title remains.

"The premise of the show offers potential for good entertainment," Winter concedes.  "The question is why CBS feels the need to shove harsh profanity into the faces of Americans through the program’s title. Their reliance on symbols as a veil is feeble at best. Beyond a port-a-potty, a laxative or a roll of toilet paper, most corporations don’t want their customers to associate their products or services with excrement."

The PTC plans to inform its members which advertisers fail to comply with its request and, if the organization's pattern holds, urge them to boycott their products.

"$#*! My Dad Says" is based on the hit Twitter feed titled "Shit My Dad Says." Star William Shatner told critics at TCA press tour last week that he would prefer CBS use original title.

"The program is inspired by the wildly popular Twitter phenomenon, which now has more than 1.5 million followers and also has spawned a best-selling book of the same name," said CBS in a statement. "It will in no way be indecent and will adhere to all CBS standards."

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