Netflix Unveils First Global Brand Campaign… And Doubles Down On Its Stance Against Ads!

Netflix Unveils First Global Brand Campaign… And Doubles Down On Its Stance Against Ads!
SHARE
THIS



Now one of the biggest technology companies in the world, the cornerstone of Netflix remains its content.

So it’s no surprise to see Netflix celebrating its vast range of Netflix Originals in its first-ever brand campaign, which has now launched in 27 countries around the world.

‘One Story Away’ is a celebration of storytelling, and pays tribute to shows like When They See Us and The Crown and films such as Marriage Story and Roma.

Tying together all of the content is the red ‘progress bar’ that has become synonymous with watching Netflix.

“I first heard the phrase ‘we’re only one story away’ a couple years ago from a colleague in the hallway, and it’s stuck in my head ever since,” said Netflix VP of brand Eric Pallotta.

“I knew it would resurface one day, and when we started working on this campaign almost a year ago, it felt like we had finally found the right moment.

“These words perfectly encapsulate the passion for storytelling that lies at the heart of what Netflix – and the creators we work with all over the world – are trying to bring to our members.”

Netflix Australia and New Zealand has also delivered its own take on the new brand message, referencing Aussie comedian Hannah Gadsby in a social post.

new branding, same stance on Ads

While Netflix might now be rolling out more of its own advertising, don’t expect to see anyone else’s ads on the platform anytime soon (or ever).

Netflix CEO and c-founder Reed Hastings has continually been quizzed on the possibility of adding an ad-supported tier to the site’s subscription offers in recent times.

In a new interview with Variety, Hastings doubled down on Netflix’s anti-ad stance.

“Advertising looks easy until you get in it,” he said.

“Then you realize you have to rip that revenue away from other places because the total ad market isn’t growing, and in fact right now it’s shrinking.”

He insisted Netflix’s position against advertising isn’t a ‘rule’, rather more a judgement call.

“There’s much more growth in the consumer market than there is in advertising, which is pretty flat.

“We went public 20 years ago at about a dollar a share, and now we’re [more than] $500. So I would say our subscription-focused strategy’s worked pretty well.

“But it’s basically what we think is the best capitalism, as opposed to a philosophical thing.”

 

Please login with linkedin to comment

Netflix reed hastings

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]