Despite winning only seven of the 31 Emmys its shows were nominated for, Netflix still found a clever way to cash in on the popularity of its original programs during Monday's telecast.
The streaming service rolled out a new ad featuring Ricky Gervais (himself a star of the Netflix original Derek) traipsing into lead roles on shows like Orange Is the New Black, House of Cards and Lilyhammer.
"You know when you're watching your favorite Netflix show," Gervais wonders, "and after five straight episodes, you want to be in it?"
With real stars and sets from the shows, the ad imagines if Gervais were to bring his accent and antics to unexpected places. (I'd argue he almost seems more at home in a women's prison than the show's protagonist, Piper, the waspy artisanal lotion maker.)
We haven't yet heard which agency made the ad, though Deutsch/LA did this Christmas spot last year. Netflix has mostly been focusing its marketing efforts on growth areas like Canada, where DDB Vancouver has done some pretty fun work.
(UPDATE: Ignition Creative created the spot.)
The Emmys ad doesn't go as far as you'd like it to, and doesn't really give Gervais the room he needs to truly ham up a scene. Instead, it seems to cut away before we really even get to a satisfying punch line.
On that note, this is one of those rare cases where the outtakes are arguably better than the ad. Anyone who's watched the blooper reels from Gervais classics like The Office knows he's notoriously difficult to keep on script and will hijack a production for hours by cracking himself up with ad-lib lunacy.
So, be sure to check out the outtakes below.
Brand Marketing Director, North America: Gene Willis
Creative Director, Global Marketing: Trent Good
Brand Marketing Manager, North America: Blair Josephs
Senior Producer: Julie Rousseau
Agency: Ignition Creative
Executive Creative Director: Goktug Sarioz
Senior Creative Producer: Spencer Kaplan
Senior Agency Producer: Kristine Ling
Copywriter: Rose Chirillo
Production Company: Smuggler
Director: Randy Krallman
Founding Partners: Brian Carmody, Patrick Milling Smith
Executive Producer: Shannon Jones
Director of Photography: Bryan Newman
Line Producer: Cory Berg
Postproduction: Ignition Creative
Editor: Reina Holtzman
Producer: Dillon Tucker
Music: The Hit House
Visual Effects, Finishing: Method Studios
Artist: Wensen Ho
Producer: Colin Clarry
Audio Post: Play Studios
Mixer: John Bolen