October 25, 2014 | Updated at 03:39 PM 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

Drake

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

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

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.

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.

Taylor Swift

Taylor Swift's Album Leaks & The Wrath Of Fans is Strong

Taylor Swift faced every recording artist's worst nightmare. Only days before the release date of her anticipated fifth album, 1989, it was leaked on the Internet via a Zippyshare.com link.

FKA Twigs

Robert Pattinson's Rumored New Girlfriend Is Extremely Flexible In Creepy Video, Watch It Here

It sounds like Robert Pattinson may have proven himself to be an even luckier man since his rumored girlfriend appeared in a commercial that shows off some of her wildest talents.

Mattie Breaux of 'Party Down South'

'Party Down South' Star Mattie Breaux Injured In A Four-Wheeling Accident--Find Out How She's Doing!

Her drunken alter ego has gotten her into some trouble before on Party Down South, but this time Mattie Breaux is being forced to deal with something that can't be blamed on Martha.

Austin Mahone

Austin Mahone Tours Puerto Rico, As Camila Cabello & Fifth Harmony Wow Arizona

Did Fifth Harmony miss Austin Mahone? While Mahone was busy flying to Puerto Rico for the next stop on his South American tour, the girl group was busy in Arizona for the first time without being the opener.

Actor Tip "T.I." Harris arrives at the premiere of "Takers" in Los Angeles, California, August 4, 2010.

Rapper T.I. Responds To Raven Symone's 'I'm Not An African-American' Comment, 'I Think She Has An Incredible Point'

After television star Raven Symone made a comment on the word 'African-American' during her interview with Oprah Winfrey that sparked some controversy, rapper T.I. was asked about this where he revealed why he thinks the actress actually makes a good point on this.

Donnie Wahlberg and Jenny McCarthy

Donnie Wahlberg Slams Rumors That His Family Hates Jenny McCarthy

Reports continue to claim that Donnie Wahlberg's family has problems with his new wife Jenny McCarthy, but the New Kids on the Block singer and Blue Bloods star is fighting back against the rumors.

Carrie Underwood

Take A Look Behind Carrie Underwood's "Something In The Water"

Before Carrie Underwood announced that she was pregnant in September, she sat down with Chris Destefano and wrote the first single for her highly anticipated 2014 album 'Greatest Hits: Decade #1'.

Dance Moms

Is Abby Lee Miller Taking Her Dance Studio Overseas?

It looks as though Abby Lee Miller and her dance company is getting bigger than we previously imagined.

LeBron James and Savannah Brinson

LeBron James' Wife, 'Anxious' Savannah, Shares Due Date For Couple's Child Via Instagram

Wife of Cleveland Cavaliers star LeBron James might have revealed her due date for the couple's third child.

T.I. and Wife Tiny

T.I. Reveals Reaction To Tiny's 'What You Gon Do' 'Comedy,' Disses Her Best Friend

T.I. has finally given fans a little more insight on what he thinks about his wife, Tiny's single about him cheating on her.

Bethenny Frankel

Bethenny Frankel Confirms Her Return To 'The Real Housewives Of New York'

After weeks of speculation, Bethenny Frankel has finally confirmed that she is returning to Bravo's 'The Real Housewives of New York,' despite the fact that she quit the show back in 2010.

Drake

Listent to Drake's New Song, 'How About Now'

Check out Drake's new songs, "How About Now?"

Latest News

Taylor Swift

Taylor Swift's Album Leaks & The Wrath Of Fans is Strong

Taylor Swift faced every recording artist's worst nightmare. Only days before the release date of her anticipated fifth album, 1989, it was leaked on the Internet via a Zippyshare.com link.

Mama June

Mama June Spotted With Sex Offender Last Month Despite Denial

Although Mama June denied seeing Mark McDaniel since he was imprisoned 10 years ago, the two were photographed together one month ago.

Ryan Gosling

Ryan Gosling Has Been Spotted For The First Time Since Becoming A Father, See How He Looks These Days

He stayed out of sight for over a month, but Ryan Gosling is finally making public appearances again following the birth of his daughter Esmeralda Amada.

Matthew McConaughey

Matthew McConaughey: 'I'm Enjoying My Career Now More Than Ever'

Matthew McConaughey's upcoming film about a journey beyond the stars may as well be about the Texas actor's own stratospheric career these days.

Kate Gosselin

Is Kate Gosselin Having Money Problems?

It looks as though Jon Gosselin isn't the only person having a difficult time making ends meet these days.

Amal Alamuddin, George Clooney

Friends Say Wife Amal Is "Perfect" For George Clooney

It looks as though this was definitely a match made in heaven.

Justin Theroux Jennifer Aniston

Justin Theroux Compared To Brad Pitt

Jennifer Aniston can consider herself a very lucky woman, because according to many people out there, she's dated some of the most handsome men Hollywood has ever seen.

Tori Spelling

Tori Spelling Calls Emily Goodhand 'Unattractive'

It looks like Tori Spelling definitely doesn't like what she sees.

Jill Duggar

Jill Duggar Opens Up About Her Pregnancy And Possibly Adopting

It looks as though Jill Duggar is definitely thinking about having her own Duggar-like family, just like her parents.

Kerry Washington

Kerry Washington Opens Up About Her Biggest Secrets

Her on screen character Olivia Pope might not be one to kiss and tell, but apparently Kerry Washington doesn't have any problems telling the world her best-kept secrets.

Featured Videos

From Our Partners

Kyle Richards, Yolanda Foster, Kim Richards and Lisa Vanderpump

'RHOBH' Season Five: Cast Dishes On The 'Intense' Drama That Is To Come [VIDEO]

The Real Housewives of Beverly Hills' fifth season is sure to be one to remember -- at least according to its stars.

Golnesa

'Shahs Of Sunset' Season Four: Cast Members Attend Life & Style Event In Los Angeles [VIDEO]

The stars of Shahs Of Sunset showed their support for Life & Style on Thursday night in Los Angeles.

Scheana Marie

'Vanderpump Rules' Cast: Bravo Stars Attend Life & Style 10-Year Anniversary Bash [VIDEO]

The cast of Vanderpump Rules hit the red carpet in Los Angeles this week.

Cruz Azul

CRUZ AZUL vs. MORELIA Live Stream FREE Online: 2014 Liga MX Table, Live Coverage From Mexico City, Projected Lineups and TACTICAL PREVIEW

Two clubs chasing the Apertura Liga MX title will do battle today in a league match between Cruz Azul and Morelia. The first-division clash scheduled for 6 p.m. ET will be held at the Estadio Azul in Mexico City. It can be live streamed here free and via the Univision Deportes mobile app. Additional TV coverage can be found on Univision Deportes.

Tony Lippett

Michigan vs. Michigan State Watch FREE Live Stream Online & Listen NCAA Football 2014 Week 9 [ODDS]

The No. 8 Michigan State Spartans have been one of the least talked about top ten teams in the country and a won against a struggling Michigan Wolverines team will not impress anyone this year.

Microsoft

Microsoft Lumia Phones Will Officially Drop Nokia Name, First Branding Images Released

Microsoft is officially dropping the Nokia name from the Lumia line of devices, showing off the first glimpse of the Microsoft Lumia brand today.

Real Madrid

Real Madrid vs. Barcelona Results: Real Madrid 3-1 Barcelona, Highlights, Recap and Match Report [VIDEO]

Ninety minutes of inspired football saw Real Madrid capture a 3-1 victory over Barcelona on Saturday.

Saw

Saw Returns To Theaters Halloween For Limited 10th Anniversary Re-Release: Is Saw 8 Coming 2015?

The iconic horror series of the 2000s is coming back next week for a limited, week long engagement across the nation in honor of its 10th anniversary. Might we also hear any more news about the long rumored Saw VIII?

Real Time Analytics