Creativity

Netflix's Badass Female Characters Make a Powerful Statement

New Agency Joan Was Also Behind Social Component of 'She Rules' Spot That Won Hearts During the Emmys

By Ann-Christine Diaz. Published on Sep 21, 2016

Editor's Pick

Although Netflix only earned nine Emmys this year following its impressive record-breaking count of 54 total nominations, it made a different kind of noise on one of Hollywood's biggest nights with a new ad that pays homage to strong women, specifically, those who command the spotlight in the entertainment world.

The spot cuts together clips of powerful female characters from Netflix shows including "Orange Is the New Black," "The Unbreakable Kimmy Schmidt," "House of Cards," "The Crown," "Stranger Things" and more, a voice-over proclaiming, "We are the optimistic, the fearless, brave, strong and relentless. Long may we remain."

A title card then reads, "Here's to the women who rule our screens."

The spot got showered with love on social media, inspiring tweets such as "First time retweeting a commercial," "Netflix is toppling the patriarchy," and more. It's was a bold move in light of all the gender inequity issues plaguing Hollywood.

The campaign also includes a social component, a video entitled "Rules for the Modern Woman," an old-school-style film that brings a cheeky twist to classic instructionals on female decorum. Appropriately enough, the video is the first work we've seen out of Joan, the new agency founded by former W&K ECD Jaime Robinson and Refinery29 exec Lisa Clunie, who built purpose into the framework of their business model.

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About

Credits

Date
Sep 21, 2016
Client:
Netflix

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