October 30, 2014 | Updated at 07:57 AM EDT The Latest Entertainment & Celebrity News

Bad Boy Sheen On a Comeback - Starring As Himself

A year after his public meltdown, Charlie Sheen is returning from Hollywood's purgatory with a flourish, appearing in two commercials ahead of a new TV show this summer -- all playing off the bad boy image that got him in trouble in the first place.

By Ronald Grover, Reuters on Mar 28, 2012 11:12 PM EDT
facebook tweet this pin it plus
Sign Up for Newsletter
  • Photo Credit: Mario Anzuoni/Reuters - Presenter Charlie Sheen announces the winner of the award for outstanding lead actor in a comedy series to actor Jim Parsons for television series ''The Big Bang Theory'' at the 63rd Primetime Emmy
  • Presenter Charlie Sheen announces the winner of the award for outstanding lead actor in a comedy series to actor Jim Parsons for television series ''The Big Bang Theory'' at the 63rd Primetime Emmy Awards (Photo : Mario Anzuoni/Reuters)

LOS ANGELES (Reuters) - A year after his public meltdown, Charlie Sheen is returning from Hollywood's purgatory with a flourish, appearing in two commercials ahead of a new TV show this summer -- all playing off the bad boy image that got him in trouble in the first place.

Sheen's return to TV after being fired in March 2011 from hit sitcom "Two and A Half Men" is currently playing out in TV ads for satellite company DirecTV and carmaker Fiat in which the 46-year-old star displays his trademark smirk and even extols the virtue of "house arrest" after racing the Fiat 500 Abarth through the halls of a mansion.

"He is who he is, and we're not going to change that," said his long-time manager Mark Burg, who plotted a series of TV appearances last year he now refers to Sheen's "mea culpa tour."

On June 28, Sheen's new show, aptly titled "Anger Management" and loosely based on the 2003 movie of the same name, launches on cable channel FX. In the show, Sheen plays "a stalled minor league baseball prospect whose road to the majors was sidetracked by his own struggle with anger issues," the network said in a press release.

Sheen's character becomes a "non traditional therapist specializing in anger management" after he goes through his own therapy.

The show is a leap of faith that Sheen has overcome his issues with drug and alcohol abuse, FX president John Landgraf acknowledged during a presentation to television critics in January. "We're a network that likes to take risks," he said.

Sheen's role is "the character that Charlie ought to be playing at this point in the sense that he is a character who has a checkered past but is pretty self aware, is struggling in a very honest way with that checkered past and desire to do more positive things in his life," Landgraf said.

'MEA CULPA' TOUR

By the time Sheen pitched FX on the program, manager Burg already was in full image-altering mode. He had hired Larry Solters, a veteran of public relations makeovers and crisis management, to direct the star to appear on talk programs such as "Today" and "The Tonight Show with Jay Leno."

Sheen began apologizing for erratic behavior that included undertaking a short-lived substance abuse rehabilitation effort in his home and often rambling interviews and Web videos in which he criticized "Two and a Half Men" creator Chuck Lorre.

The "mea culpa" tour highlight was an appearance on cable's "Comedy Central Roast" last September, where Mike Tyson, William Shatner and Jon Lovitz were among those who hurled good-natured jabs at the star. With 6.4 million viewers in its first airing, the roast was the show's highest rated installment, the network said in a press release.

The actor also turned up that month on the Emmys, U.S. TV's top honor show, where he wished his old colleagues on "Two and a Half Men" "nothing but the best" for their current season.

Now comes his current wave of promotion meant to re-introduce the actor to fans as a new version of the same man who helped make "Two and a Half Men" the most watched comedy on TV and even turned out last year for his one-man stage show, "My Violent Torpedo of Truth/Defeat is Not an Option."

Sheen is scheduled for an interview on "Today" on Thursday, and he plans to appear the next day on "The Wendy Williams Show," a syndicated talk show.

Burg says he has turned down offers from "health drink companies" and others who simply wanted Sheen to endorse a product. "He is not a TV spokesperson," said his manager.

But other companies started calling with offers for major campaigns that gave a wink and nod to Sheen's bad boy image. Fiat, for instance, had a vision for a car that "is cool, hip and not for the geek," Burg said.

Putting Sheen's new show on FX, the cable TV channel that launched "Nip/Tuck," seemed a natural for the network that Burg called "edgier than some others."

Sheen owns a "significant piece" of "Anger Management," which Burg says is "smarter than 'Two and a Half Men' ever was. You won't see Charlie doing hick jokes, talking about pooh pooh or laying in bed with bimbos."

The actor has 100 reasons to maintain his newly crafted kinder image. FX only ordered 10 episodes. But if his fans return to the star's side and ratings for the show are good, his deal stipulates that the cable network orders 90 more.

One hundred episodes has long been a key goal for shows to begin selling into syndication worldwide, and if Sheen does get that new deal, then he really will have escaped purgatory and landed in Hollywood's heaven, again.

(Reporting By Ronald Grover; Editing by Bob Tourtellotte)

© 2014 Enstarz, All rights reserved. Do not reproduce without permission.

Tagged :   Charlie Sheen
facebook tweet this pin it plus
Contribute to this Story send us a tip send us a tip send us a tip
Sign Up for Newsletters

Around The Web

  • SEARCH ENSTARS

Taylor 'Lil Bit' Wright of 'Party Down South'

'Party Down South' Star Taylor 'Lil' Bit' Wright Reveals Whether She Wants A Boy Or Girl

She shared some big news with her fans recently that she's pregnant, and though she's looking forward to the next chapter of her life, Party Down South star Taylor 'Lil Bit' Wright won't be picky when it comes to her future child's gender.

Joie Chavis

Mother of Bow Wow's Daughter Calls Him Out For 'Ignoring' Daughter Amid Engagement To Erica Mena

While Bow Wow and Love & Hip Hop New York star Erica Mena are in bliss over their engagement, the mother of the rapper's child has called him out on Twitter for neglecting their daughter.

Miranda Lambert and Blake Shelton

5 Most Outrageous Blake Shelton & Miranda Lambert Rumors

Blake Shelton and Miranda Lambert have been in the tabloids ever since the country singers first married in 2011.

Tim McGraw & Faith Hill

Top 3 Tim McGraw & Faith Hill PDA Moments

In 2014 alone country artists Tim McGraw and Faith Hill have faced half a dozen vicious divorce rumors and the couple has a very unique way of dispelling false allegations.

Abby Lee Miller

Abby Lee Miller Hires Two New Security Guards

It looks as though Abby Lee Miller has a few good men that she can count on her side these days.

Drake

SURPRISE! Drake Releases Three New Tracks, Out of No Where-- Listen!

Drake gave his fans a major gift in celebration of his 28th birthday: Three new songs from his upcoming album, "Views from the 6."

Tiny harris

Tiny Changed Her Eye Color, But Is It Safe For You?

Tameka "Tiny" Harris, T.I.'s wife and star of "Tiny & Shekinah's Weave Trip," permanently changed her eye color and most of her fans are having a hard time understanding why.

Alexandra Shipp, Jordan Calloway, Letoya Luckett

Alexandra Shipp, Jordan Calloway & Letoya Luckett Discuss "Drumline 2!"

When "Drumline" hit the box office in 2002, an entire audience was exposed to the inner workings of what it's like to be a part of a marching band at an HBCU for a young man, but this time, Vh1 reprised the story with a little more girl power.

Lauren White of 'Party Down South' with Lil' Bit's ex-boyfriend Grant Meredith

Is 'Party Down South' Star Lauren White Dating Lil' Bit's Ex-Boyfriend Grant?

Lil' Bit expressed some extreme jealousy when Lauren had a phone conversation with her then-boyfriend Grant during the second season of Party Down South-but her feelings may have been justified now that Lauren appears to be growing closer to him.

Benzino and Stevie J

Benzino Calls Out Stevie J & Joseline Hernandez For Faking Pregnancy, Warns Fans To 'Pay Attention'

Love & Hip Hop Atlanta star Benzino has thrown quite a bit of shade at his former friend Stevie J and said that the producer's claim that he and his wife Joseline Hernandez are expecting a child is a fake ploy for attention.

Mike Fisher and Carrie Underwood

Carrie Underwood's Tour Slowing Down This Fall

Country superstar Carrie Underwood spent the summer touring and working on her new album, but this fall the mother-to-be is slowing things down.

Drake

14 Drake Songs To Get You Through "Cuffing Season," Alone

It's Drake's birthday. Let's celebrate with a "Cuffing Season" playlist.

Taylor 'Lil Bit' Wright of 'Party Down South'

'Party Down South' Star Taylor 'Lil' Bit' Wright Reveals Whether She Wants A Boy Or Girl

She shared some big news with her fans recently that she's pregnant, and though she's looking forward to the next chapter of her life, Party Down South star Taylor 'Lil Bit' Wright won't be picky when it comes to her future child's gender.

Mama June Honey boo boo

It Gets Worse - Mama June Exposes Alana Thompson To Sex Offender

Although Mama June denied seeing registered sex offender Mark McDaniel, new photos show them together again. But, this time it's worse - her daughter Honey Boo Boo is also with them.

Lebron Dwade Girl

Lebron James Did Attend D.Wade's Wedding, Contrary to Popular Belief

There's proof that Lebron attended D. Wade's wedding.

Latest News

Mary-Kate Olsen

Did Mary-Kate Olsen Secretly Get Married?

Rumor currently has it that Mary-Kate Olsen has secretly married her boyfriend Olivier Sarkozy.

Adam Brody & Leighton Meester

Are Leighton Meester & Adam Brody Taking The Next Step In Their Marriage?

There's a good chance that married couple Leighton Meester and Adam Brody might be preparing for a new change in their lives.

Tiny harris

Tiny Claps Back at the Haters Who are Talking About Her New Eye Color, Including Wendy Williams

While many fans, including Wendy Williams, have spoken out against Tiny's decision to change her eye color with brightocular surgery, others have expressed loyal support to the "Family Hustle" star.

Nick Cannon

Nick Cannon Reveals The Best Part Of Being A Dad

Nick Cannon revealed some more details on his life as a parent after news came out that he and his wife reportedly split up.

The Bachelorette

Andi Dorfman Shares A Special Message For Nikki Ferrell

Andi Dorfman is helping out her best friend the best way she can these days.

McKayla Maroney

McKayla Maroney Goes Black & White From Adidas Shoot

Olympic gymnast McKayla Maroney revealed an image from her Adidas ad where she strikes an athletic move while embracing nature.

Raven Symone

Raven Symone's Father Says His Daughter Is 'Brave' For Speaking Her Mind During Oprah Interview

After Raven Symone said she didn't want to be labeled as African-American, the actress's father spoke up about it ever since his daughter's comment received a major amount of backlash.

Future and Ciara

Future Might Have Cheated On Ciara With Another Woman

It looks as though Ciara has the worst of luck when it comes to the men in her life.

Kate Middleton

Kate Middleton Finally Steps Out After Announcing Her Pregnancy

After missing several events because of her severe morning sickness, the Duchess of Cambridge put on her best ensemble and showed off her tiny baby bump for three events.

Mama June

'Here Comes Honey Boo Boo' Star Chickadee Speaks Out: 'I Feel Betrayed'

Anna Marie "Chickadee" Cardwell is distraught over her mother's relationship with the man who molested her when she was only eight.

Featured Videos

From Our Partners

Nick Cannon

'Drumline 2' Trailer: 'Drumline: A New Beat' Follows In The Footsteps Of 'Sharknado' [VIDEO]

According to social media, Drumline: A New Beat is the new Sharknado.

Call of Duty: Advanced Warfare

Call Of Duty Advanced Warfare Season Pass Trailer And Details Released, Gets You Four Future Packs [VIDEO]

Call of Duty: Advanced Warfare has not released yet, but that hasn't stopped the publisher from releasing a trailer for the game's season pass DLC.

Brad Paisley and Carrie Underwood

Celebrity Leaked Photos 2014: Will Brad Paisley Joke About Nude Pictures During CMAs? [VIDEO]

Brad Paisley isn't holding his tongue when it comes to the recent celebrity photo hackings.

Driveclub

Driveclub Servers Update: Matchmaking Improvements Hampered By PSN Connectivity Issues With PS4 2.0 Update

Driveclub just can't catch a break. Just as more and more servers come online and developer Evolution Studios begins to bring more features back into the game, the PlayStation 4's 2.0 update makes connections unstable for all of PSN.

Torii Hunter

Free Agent Torii Hunter Misquoted? Takes Anti-Gay Marriage Stance in Arkansas Political Radio Ad [VIDEO]

Two years ago, Torii Hunter spoke against the presence openly gay athletes in clubhouse locker rooms. Now, he has added the concept of gay marriage to the list of topics to denounce.

Hearthstone: Heroes of Warcraft

Latest Hearthstone Update Adds Four New Card Backs Celebrating All Things Blizzard And Warcraft

Blizzard recently unveiled four new card backs for their massively popular Hearthstone. The backs are culled from real-world events, such as Blizzcon, as well as Warcraft events, like Hallow's End.

Washington Redskins protest

New Shock Video by Anti-Redskins Coalition Compares Moniker to N-Word [VIDEO]

The campaign against the use of the word "Redskins" went to a new level Wednesday when an online video compared the term to the N-word and other slurs deemed inappropriate for television.

Madison Bumgarner

World Series [Game 7]: Madison Bumgarner PitchesFive Shutout Innings In Relief, Leads Giants To Victory [Video]

The San Francisco Giants rode left-hander Madison Bumgarner to their third World Series title in five years with a 3-2, Game 7 victory Wednesday night over the Royals in Kansas City.

Real Time Analytics