The paddle dealer portrayed here is probably enhanced by Photoshop what isn’t these days? but there is, in fact, a television series called Schitt’s Creek:
The series stars Eugene Levy and Catherine O’Hara as Johnny and Moira Rose, a wealthy couple who are forced, after losing all their money, to rebuild their lives in their only remaining asset: the small town of Schitt’s Creek, which they once purchased as a joke.
Even more à propos, Chris Elliott is in this show, playing a descendant of the original Schitts.
And apparently the phrase “shit creek” is old enough to have this sort of history, as Nancy Friedman reports:
Shit creek or shit’s creek (“an unpleasant situation or awkward predicament”) is no shitty-come-lately, according to the OED. “Up shit creek” first appeared in print in 1868 in no less august a publication than the Annual Reports of the (U.S.) Secretary of War: “Our men put old Lincoln up Shit creek, and we’ll put old Dill up.”
Who knew? But this is the part that gets me. From that Wikipedia piece:
Schitt’s Creek is a Canadian television sitcom which premiered on CBC Television on January 13, 2015… On January 12, 2015, CBC renewed the show for a second season.
Renewed the day before first airing! Now that’s confidence. (In the States, Schitt’s Creek debuted Tuesday on Pop, which used to be TVGN.)