In a captivating new advertising campaign titled “It’s So Good,” Netflix has brought together an ensemble of cultural icons: Olympic gymnast Simone Biles, Grammy-winning rapper Cardi B, and acclaimed actor Giancarlo Esposito. This dynamic trio stars in an ad designed to promote Netflix’s latest app feature, “Moments,” which aims to enhance user engagement by allowing fans to bookmark and share memorable scenes from their favorite shows.
Launched in October on Netflix’s iOS app, with an Android version expected shortly, “Moments” provides viewers with a unique opportunity to celebrate and share pivotal scenes from an ever-expanding library of hit titles. This feature is part of Netflix’s broader strategy to foster community and connection among its subscribers, transforming individual viewings into shared experiences.
The ad creatively showcases the passion and enthusiasm surrounding popular Netflix series like Stranger Things, Squid Game, and The Addams Family reimagined in Wednesday. It opens with Giancarlo Esposito enthusiastically conveying the emotional connection viewers may feel toward specific moments in these shows. He discusses how a scene from Wednesday is not merely entertainment but a reflection of deeper emotional experiences.
The energy escalates as various fans are shown citing their favorite iconic scenes, highlighting the communal aspect of television watching. A witty and relatable moment arrives when Simone Biles recounts her binge-watching an entire season of Formula 1: Drive to Survive, humorously contemplating whether a career change to racing might be in her future. This blend of celebrity endorsement and personal storytelling encapsulates the campaign’s aim to tap into influencer marketing’s potential, utilizing these high-profile figures to make the "Moments" feature feel indispensable to fans.
Cardi B, renowned for her vibrant personality, rounds out the spot, making it not only a celebration of Netflix’s offerings but also a cultural commentary on how shared media experiences shape our relationships. Each star culminates their segment by ecstatic proclamations of their favorite shows being “so good,” a catchy and memorable tagline that encapsulates the ad’s overall sentiment.
Netflix’s collaboration with the creative agency Wieden+Kennedy Portland further emphasizes the importance of captivating storytelling in advertising. The campaign’s design not only draws attention to a new app feature but also illustrates the emotional investment viewers have in their favorite shows, creating a call to action that encourages fans to engage more deeply with Netflix’s content.
As the campaign gains momentum, we can expect to see more creative advertising strategies from Netflix that aim to foster a sense of community among viewers and enhance the overall viewing experience. As technology continues to evolve, platforms like Netflix are finding innovative ways to ensure that moments shared on their service become cherished memories for fans everywhere.
