TBWA\Chiat\Day L.A., Netflix Let You Decide What to Do With ‘The Rat’

By Erik Oster 

TBWA\Chiat\Day Los Angeles launched a new spot for Netflix that has a (not entirely unfamiliar) twist.

The online spot, “The Rat” opens on a scene with a man torturing a “rat” named Bobby for an undisclosed transgression, covering the man in honey while a pit of rats waits eagerly below. At one point he receives a phone call revealing Bobby was telling the truth, but just as he’s ready to forgive him, Bobby reveals a major spoiler for Orange Is The New Black. Viewers are then given the option to “Push Bobby” or “Save Bobby,” although the results may not be what you expect.

The interactive aspect is not entirely new, but it fits well with the narrative of “The Rat,” and with Netflix’s overall message of empowering its users to make their own decisions about when and where they want to watch their favorite shows. And the comical scenario of a mobster (we’re assuming) becoming so upset that Bobby wouldn’t ask him “his season and episode” before divulging information about a show is a good one. It reinforces a brand insight that underscores how much people care about their shows on Netflix (in this case, a Netflix original in particular), highlighting the unwritten social codes created by the platform (no spoilers!) while underscoring the emotional connection people have with the service.