These three short films, bring to life a situation many have gone through: the awkward moment your crush invites you on a Netflix and Chill plan and you don't quite know if you need to prepare for some action or you're actually just going to watch a movie. The script, filled with double sense gags and the protagonist's acting, hit the humorous spot the campaign aimed for. They come along as short, hilarious and easy to watch content.

Netflix was premiering many new titles in South America on February 2024. We focused on “The month of love” because February 14th is St. Valentine’s day, so we used this celebration as context for our creative idea, combining it with the well known insight of “Netflix & Chill” invitations. Use of this kind of double sense humor was key in these executions to generate the desired impact in Argentinian audiences.

The three short films show different protagonists in a confusing situation that has happened to people all around the world. They have all been invited by their crushes to get together for “Netflix & Chill”. But they all doubt whether the proposal is to just watch a series or a movie in Netflix, or if there is a second intention behind. One of them is about to take a Viagra pill, another one doubts whether to shave himself and the third one is not sure if she should pack a sex toy or not. In each film, filled with gags and winky games of words, our protagonists, present, a new upcoming content by Netflix. All of them close with a super that reads: “In the month of love, the best to watch Netflix, or to ‘watch Netflix´, is only on Netflix”.

Netflix is constantly premiering new original contents which are only found on its platform and seeks for creative ways to communicate them to its audience, to generate impact. In February 2024, there were many new titles premiering in Argentina, so we decided to base the creative idea on a romantic/polemic angle given by St. Valentines and a worldwide known insight: the two-sided interpretation of a “Netflix & Chill” invitation. Are they inviting us to just watch Netflix? Or is there a sexy proposition behind? The objective was not only to build awareness of these new titles, but to generate buzz and controversy among audiences, Netflix style. The non-official brief was: it has to be so borderline that the legal team will raise some protests.

Being a bold campaign which addressed sex in a very explicit and humorous way, repercussions where polarized, with sentiment variations in the three countries it aired (Argentina, Uruguay and Chile). This means that a lot of conversation was generated, and this was the whole point of the campaign. In terms of reach, it achieved 538M impressions in whole. As for engagement, there were 60.3M interactions and 1.3M clicks to visit the website and interact with the brand. During the month the campaign aired, there were +238% more mentions around “watch Netflix”, which confirms the success of the campaign.

The "Netflix & Chill" expression goes a way back and it's basically the double interpretation of it, that many have experienced, which made it so popular: "Are we gonna watch Netflix or is something spicier expected to happen". So in this campaign we went for that same type of double sense humor, using games of words which could be read literally or with a sexual interpretation. With this humorous resource the new titles premiering soon were presented in a clever and organic way. This bold type of humor is used among South Americans, but the sex factor added the controversial reaction we were aiming for.