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Why ABC Put a ‘Make America Great Again’ Hat in Its Roseanne Subway Activation

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James Flachs
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It’s been two-and-a-half weeks since ABC turned a New York subway train into the iconic Roseanne living room as part of its nostalgia-themed marketing campaign to promote the revival’s debut on March 27.

ABC has wrapped one of the New York shuttle trains to recreate the living room of Dan and Roseanne Conner (played by John Goodman and Roseanne Barr).

The subway seats are camouflaged to look like the Conners’ famous couch, down to the appearance of the iconic afghan.

Meanwhile, the ends of each subway car are patterned after a fireplace, with photos of the Conner family and other trinkets on the mantle.

While the hat’s lettering is blurred in the activation, ABC confirmed that the object is, indeed, a Make America Great Again hat.

It was not added to the campaign to be provocative; instead, along with the rest of the subway activation, it’s a faithful depiction of the contents inside the Conner’s working-class home in fictional Langford, Ill.

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