Right now all eyes are on Netflix, and for good reason: their awarding-winning dramas have everyone talking.
But “drama” isn’t the only thing they hope to own. They launched a huge comedy initiative as well by securing the very best in stand-up. Now Jerry Seinfeld, Ellen DeGeneres, Chris Rock and Dave Chappelle—just to name a few—call Netflix home.
The brief: Get all eyes on our comedy without taking anything away from our dramas.
How do you celebrate comedy and drama all at the same time? Let the comedians do what they do: be funny and (as an added bonus, to focus their humor, have them advise, even the darkest of dramas, on how to be funnier.
Having just hired the best comedians in the world, one would mistakenly think that Netflix is now a full-on comedy network. So it makes perfect sense they (the comedians) would feel it their job to advise say…Winston Churchill and Queen Elizabeth II in The Crown or Frank Underwood in House Of Cards, on how to be funny.
Our campaign theme grabbed everyone’s attention immediately.
Netflix Is A Joke, was teased out—in rather stark fashion—with boards blanketing LA and New York’s Times Square.
Our launched spot on the Emmys features Jerry, Ellen, Chris and Dave (inserted into Netflix’s best dramas) all in one spot, and we owned the Emmy night with social media posts from the comedians.
We followed the launch with many more comedy/drama “infusions” each highlighting a legendary comedian.
The OOH teasers soon transformed into beautiful portrait-based boards of each of their comedians.
Now, suddenly, Netflix will be known for far more than just award-winning dramas because—as you can see—Netflix is a Joke.
On a personal note: I love working with my friends at Battery. Amazing, amazing place. Thanks guys for letting me do all this.
