Colbert announces running mate
The concept of a celebrity running a fake campaign for public office is nothing new. Howard Stern did a brief run for governor a few years ago. Ronald Reagan, a former actor, became president and Fred Thompson seems to be trying to follow in his footsteps.
Admittedly, it's great publicity for Colbert. One could argue that he doesn't need the additional promotion but it's nice to have the occasional shocker like this one to prevent treading towards the road to obscurity (although I personally don't think that would be a problem for Colbert for a generation).
Or maybe he's just doing it for fun.