As many gather in Washington today to witness Donald Trump's inauguration as president, Netflix leveraged the moment to share its own dark depiction of the nation's capital.
At 10:30 a.m.—about an hour before Trump's swearing-in—Netflix sent out a tweet with an ominous trailer for the fifth season of House of Cards, which begins streaming May 30.
With the dramatic tagline "We make the terror," the 30-second spot plays up the series' shadowy depiction of government under Kevin Spacey's Frank Underwood and features an upside-down flag—the series' logo and also a symbol of distress—waving in front of the Capitol. Doner LA is the agency behind the campaign.
We make the terror. pic.twitter.com/VpChwGOSMj
— House of Cards (@HouseofCards) January 20, 2017
— Netflix US (@netflix) January 20, 2017
Netflix is no stranger to slightly creepy and cryptic advertising when it comes to promoting its original shows. Last month, the brand posted a series of mysterious social posts for The OA and found a way to work around ad blockers to run an ad for the dark, technology-focused show Black Mirror in November.
Whether or not other brands weigh in during today's inauguration will be interesting to see. Brands like L.L.Bean, New Balance and Kellogg's have struggled in recent months to maintain political neutrality when their brands pop up in the news alongside Trump, whether they ask to be part of the conversation or not.
One marketer who seems more than willing to be part of the conversation is Expedia, which today rolled out an ad about global togetherness during CNN's coverage of the inauguration.
Brand: House of Cards
Agency: Doner LA
Jason Gaboriau EVP, Chief Creative Officer
Zihla Salinas EVP, Managing Director
Mike Cessario Creative Director
Drew Brooks Design Director
Andy Pearson Writer
Liza Behles Writer
Sara Schwartz VP, Brand Leader
Scott McDonald, Producer
Producer – Toby Louie
Director of Photography – Adrian Correia
Production Designer – Rodrigo Cabral
Art Director – Alison Bauserman
Executive Producer – CL Weaver
Head of Production – Jennifer Locke
Production Coordinator – Manon Carrie
Editor – Will Butler
Assistant editor – Brandon Lawrence
VFX Artist – Miles Essmiller
VFX Producer – Kristina Theogersen
VFX Executive Producer – Helen Park
VFX Supervisor – Rob Trent
Sound Design & Mixer – Jeff Malen
Music and Sound Design: JSM Music
Jeff Fiorello – Executive Producer