The mystery behind the cryptic “Netflix Is A Joke” billboards that have popped up in New York and Los Angeles was unveiled in an ad during the Emmy Awards, and highlight the streaming service’s push into stand-up comedy.

The 60-second spot features comics Jerry Seinfeld, Dave Chappelle, Ellen DeGeneres, and Chris Rock interrupting Netflix shows and dropping jokes and one liners into scenes from Stranger Things, House of Cards and The Crown—all of which were nominated outstanding drama at this year’s Emmys—as well as Orange is the New Black, to promote their stand-up specials slated to premiere on the service.

In the spot, DeGeneres breaks the news to John Lithgow’s Winston Churchill that he needs a breath mint, Rock and Chappelle cheer as Eleven crushes a can with her mind, and Seinfeld explains to President Frank Underwood that the whole talking to the camera thing is unsettling.

Netflix’s aggressive move into the stand-up comedy genre features deals ranging from $11 to $20 million per special.

The plain white billboards with black text reading “Netflix Is A Joke” printed in all caps created social media buzz and speculation when they began showing up earlier this month.

Netflix worked with Los Angeles agency Battery to produce the campaign, which was directed by Neal Brennan.

READ MORE: Adweek, Variety

Tags:


  Save as PDF