Background & Context

By 2017, Netflix had proven to the naysayers that it could build a slate of award-winning, can’t-miss original dramas. From early binge-worthy hits like House of Cards and Orange is the New Black to culture-shaping pop icons like Stranger Things and The Crown, Netflix had become home to creators and talent who wanted to do the best work of their careers, and the go-to destination for audiences thirsty for a drink from the firehose of premium entertainment.

But there are only so many screen hours in a day for audiences to binge on dramas, and Netflix’s ambition has always been to be best in class across genres, so it set its sights on comedy. It started by building a legendary assemblage of comedy heroes, with names names like Jerry Seinfeld, Ellen DeGeneres, Chris Rock, Dave Chappelle, and more.

Creative Challenge

As was the case when Netflix first evolved from DVDs into streaming, and later into original programming, we knew there would be skepticism around its move into standup comedy. But we also saw that over time, audiences and the industry alike grew to respect Netflix for its award-winning dramas, and we could leverage that equity for comedy.

To get there we had to first show that Netflix was as serious about comedy as it was about drama. And second, that it didn’t take itself too seriously. Being comedy and all.

Solution

Knowing that the haters would inevitably attack Netflix for its audacious move into comedy, we had to beat them to the punch. To control the conversation. But first, we had to get everyone talking.

Our idea? It was as simple as it was unignorable. It started with four words. Netflix Is A Joke.

Execution

In a series of mysterious, unbranded statements in the pop-culture capitals of New York and Los Angeles, we strategically placed billboards outside the offices of industry press and influencers, setting off a wildfire of speculation and controversy around who was responsible for throwing such shade.

Then finally, we let the rest of the world in on the joke. Overnight, the minimalist teaser billboards transformed into color character statements revealing Netflix’ historic lineup of talent. And flipping the statement Netflix is a Joke from a smear into an attitude it could own.

To complete this inside job, we mashed up the worlds of Netflix’s most beloved dramas with the new heroes of its comedy slate in a launch film that premiered on the Emmys. Working within the premise that these legendary comedians were trying to “help” the dramas become funnier, we created unexpected cross-overs that infused comedy into the overall Netflix brand. All while retaining, even enhancing, its drama cred.