The joke is on Netflix.
Those cryptic “Netflix is a joke” billboards that popped up recently have played into the 69th Primetime Emmy Awards night, with a “Netflix Is a Joke” commercial featuring Chappelle, Ellen DeGeneres, Chris Rock and Jerry Seinfeld airing during the awards ceremony.
Those with starring roles have all signed onto Netflix stand-up specials, with the new ad showing the celebs crash diving into scenes from Netflix original programming.
The comedians appeared in scenes from popular Netflix original dramas including House of Cards, Stranger Things, The Crown and Orange is the New Black.
This month, plain white billboards with black letters reading “Netflix is a joke” appeared in New York and Los Angeles, capturing attention on social media and teasing the upcoming ad campaign.
Netflix has moved aggressively into stand-up comedy, a genre previously dominated by HBO, signing deals in the US$11 million to $20 million per special range with comedians such as Seinfeld, Rock, Chappelle, DeGeneres, Louis C.K., and Amy Schumer.
