The campaign began in earnest on October 16, 2007, when Colbert officially announced his candidacy on his own 11:30 pm–12:00 am EST Comedy Central program, The Colbert Report. Colbert had earlier appeared on The Daily Show, the program immediately preceding his own on the Comedy Central lineup, but had stated that his final declaration of candidacy would be made on a "more prestigious show".[2] Subsequent to his declaration, Colbert appeared on Meet the Press on October 21, 2007, where he asserted the reality of his campaign: "I'm far realer than Sam Brownback, let me put it that way," said Colbert.[8][9][10][11]
Colbert's campaign touted him as South Carolina's native or favorite son candidate, running exclusively in that state and exclusively for that state's interests. "I am from South Carolina and I am for South Carolina and I defy any other candidate to pander more to the people of South Carolina, those beautiful, beautiful people," he said after his Colbert Report announcement.[12] As such, he challenged Democratic candidate John Edwards'—himself a native South Carolinian—own prospective role.[13] As Colbert began campaigning in South Carolina in late October, Edwards' spokesperson Teresa Wells teased Colbert about his sponsorship by Doritos nacho chips: "As the candidate of Doritos, his hands are stained by corporate corruption and nacho cheese. John Edwards has never taken a dime from taco chip lobbyists and America deserves a President who isn't in the pocket of the snack food special interests."[14] The Edwards team also released a press release responding to Colbert directly: "Edwards was born in South Carolina, learned to walk in South Carolina, learned to talk to in South Carolina and will kick Stephen Colbert's New York City butt in South Carolina."[15] One commentator suggested the humorous response might aid Edwards' image by presenting him as a candidate who could "make fun of himself".[16] In addition, Edwards booked American film actor and celebrity Danny Glover to stump for him in South Carolina on the same day Colbert was making his appearance in the state; a chance at a "perfect political salvo", in the opinion of one reporter, although one left underexploited.[15]
At various times, Colbert had mentioned Mike Huckabee, Vladimir Putin and even himself, as possible running mates.[17][18] He also agreed to endorse Garry Kasparov's bid to win the Russian presidency in return for Kasparov's support for his campaign.[19]
Colbert had planned to appear at the College of Charleston on October 27, but was unable to make the event due to a scheduling conflict.[20] One beauty shop owner in Charleston turned down a request from one of the Colbert Report's staffers to use her shop as a staging ground for a Colbert campaign stop, finding the campaign unfunny and insufficiently serious. "I don't even know why he's running in South Carolina," said the Charlestonian.[21] Bob Coble, mayor of Columbia, was more welcoming. On Sunday October 28, 2007, Coble presented Colbert a key to the city, "a proclamation that Colbert is truly 'South Carolina's Favorite Son,'" and a "necktie with Palmetto trees". Residents of the city had previously stated that although they knew Colbert would "use the visit as comedic fodder," they hoped the visit would bring humor and press coverage to the city.[22] Colbert met with former Democratic governor Jim Hodges, who signed Colbert's campaign petition and offered himself as a possible vice presidential choice.[23] Colbert declared to cheering crowds that "I love South Carolina almost as much as South Carolina loves me!", and that his slogan for improving the state in the 21st century will be "First to secede, first to succeed."[14] Colbert also made an appearance the same day at the University of South Carolina, where, playing to interstate rivalry,[24] he promised to "crush the state of Georgia".[25]
Colbert had originally planned to run for both the Republican and Democratic nominations in his home state of South Carolina. Upon obtaining the forms to put himself on the ballot, however, he discovered to do so requires a non-refundable fee of $25,000 plus a $10,000 late fee for the Republican primary and $2,500 or three thousand signatures on a petition for the Democratic primary.[3] On the October 31, 2007 episode of The Colbert Report, Colbert announced that he would no longer be seeking a spot on the Republican Party ballot, primarily because he was unwilling to write a $35,000 check to the Republican Party, but also because spending more than $5,000 on his campaign would make him subject to greater levels of scrutiny under federal election law. However, Colbert reaffirmed his bid for a Democratic ballot spot by displaying a photograph of himself holding a $2,500 personal check made out to the Democratic Party, as well as a notarized application form for the Democratic ballot.
The following day, November 1, 2007, the South Carolina Democratic Party executive council voted 13-3 to refuse Colbert's application onto the ballot. “The general sense of the council was that he wasn’t a serious candidate and that was why he wasn’t selected to be on the ballot," stated John Werner, the party's director.[23] Colbert has announced that he will not continue his campaign.[26]
On the April 28, 2008 episode of The Colbert Report, guest Feist said that she had been planning to offer her song "1234" as the official campaign theme.[27]
At the 2008 Libertarian National Convention, Colbert received one write-in vote for the Libertarian nomination in the second round of voting.
On the June 11, 2009 show Colbert stated that if he were to run for President again, he would claim his time spent in Iraq as part of the USO as "military service." Colbert was in Iraq as a part of Operation Iraqi Stephen, a tour aimed at supporting and boosting the morale of the United States Military in Iraq.