Get ready to have some uncomfortable conversations with your parents when they ask you to explain these new ads for Unbreakable Kimmy Schmidt.
Appearing across popular websites and in a variety of outdoor locations like bus shelters, billboards and subways, the campaign from Netflix and Burbank-based agency Midnight Oil promotes the debut of all episodes of Season 2 on Friday.
As you can see below, each ad plays with a popular and mildly edgy online acronym, like the ol' chestnut MILF and a few lesser-known and unchivalrous quips like SOMF ("sit on my face").
"We're fans of the first season, so we had a blast remembering all of its jokes, storylines and hilarious moments while developing the new creative with the Netflix Originals team," said Michelle Azzopardi, vp of creative at Midnight Oil.
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