As Netflix gears up for the season-two premiere of Unbreakable Kimmy Schmidt on Friday, April 15, ads appearing in outdoor locations like billboards and bus stations reminded fans just how hilariously naive the show’s star really is.

The ads pair edgy internet acronyms with Kimmy’s version. STFU obviously stands for “Save the Flying Unicorns” while MILF clearly refers to “My Interesting Lady Friend.”

They were created by agency Midnight Oil. Vice President of Creative Michelle Azzopardi told Adweek she had a blast watching season one of the show, and kept it in mind when developing the campaign.

“It was important for us to maintain Kimmy’s voice and honor her spirit throughout this campaign, reminding core fans why they loved Kimmy while also appealing to a whole new audience,” Azzopardi said.

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