The campaign for Netflix’s original film *The Gray Man* addresses the challenge of recapturing the attention of users increasingly drawn to short-form, interactive content on platforms like TikTok. Recognizing that binge-watching has evolved into binge-scrolling, the campaign leverages the insight that TikTok users are highly engaged when given opportunities to co-create with celebrities. By transforming highlight action scenes into short, participatory videos featuring Hollywood star Ryan Gosling, the campaign invites users to craft their own action sequences using unconventional “weapons” or by engaging in alternative roles such as commentary. This strategy effectively hijacks the TikTok platform’s format and language, creating a compelling bridge back to long-form streaming on Netflix.
The brand proposition centers on positioning Netflix as not only a destination for high-quality blockbuster content but also as an interactive experience that speaks the language of contemporary social media users. The value lies in shifting passive viewers into active participants, fostering deeper engagement through user-generated content that blurs the lines between audience and entertainment.
Market strategy combines a deep understanding of platform dynamics with creative innovation. By enabling users to insert themselves alongside a major movie star within familiar short-form formats, the campaign taps into the viral nature of TikTok while generating curiosity about the film’s full narrative. The approach capitalizes on user creativity and peer influence, leading to over 400 million TikTok views and converting social media momentum into viewership on Netflix. Ultimately, this cross-platform engagement strategy succeeded in reversing trends of platform distraction and reestablishing Netflix’s appeal among younger, short-form-oriented audiences.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign revolves around inviting TikTok users to create action scenes with Hollywood superstar Ryan Gosling, the lead actor from Netflix’s “The Gray Man.” The core device is the direct engagement and co-creation with a famous, recurring celebrity, designed to tap into the audience’s desire to interact with recognizable stars in a participatory, user-generated manner. While there are interactive and experiential elements, the campaign’s hook, attention-grabbing mechanic, and call to action all center on the presence and charisma of a high-profile celebrity, leveraging his brand for immediate relevance, credibility, and shareability within the short-form video culture. This strategic deployment of a celebrity as the focal point of the campaign is a textbook example of the “Ongoing Characters or Celebrities” format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Disney+ – Focuses on family-friendly, franchise-driven content leveraging strong IPs like Marvel, Star Wars, and Pixar. It positions itself as the go-to platform for exclusive blockbuster movies, nostalgic classics, and original series, appealing broadly to multi-generational audiences worldwide.
2. Amazon Prime Video – Differentiates through a combination of diverse content offerings, including licensed movies, original productions, and integration with Amazon’s ecosystem. It emphasizes convenience, value-added services, and a growing slate of critically acclaimed original films and series.
3. HBO Max – Positions as a premium streaming service with a focus on high-quality, critically acclaimed originals and blockbuster films. It leverages Warner Bros. content, exclusive premieres, and strong storytelling to attract discerning viewers seeking prestige content.
4. Apple TV+ – Driven by a strategy centered on original, high-quality, auteur-driven programming and exclusive movies. It emphasizes cinematic storytelling and premium production value, targeting a more niche, quality-conscious subscriber base.
5. Viu – Regional OTT player specializing in Asian dramas and local content tailored to Southeast Asia. Viu differentiates through its local language offerings and strong focus on community-driven, culturally relevant shows alongside international hits.
Q: What is User Generated Action Scenes about?
A: User Generated Action Scenes is a 2022 campaign created by BBDO Bangkok and BBDO Asia for Netflix in Thailand to promote the original film The Gray Man. The campaign addresses the challenge of recapturing the attention of users who have shifted from binge-watching long-form content to binge-scrolling short-form videos on platforms like TikTok. It invites TikTok users to co-create their own action scenes alongside Hollywood star Ryan Gosling, using unconventional props and roles, thereby transforming passive viewers into active participants. This approach bridges short-form social media engagement with driving audiences back to Netflix’s long-form streaming platform.
Q: What creative device does User Generated Action Scenes use?
A: User Generated Action Scenes employs the FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES creative device as classified by Clapboard’s 12-format taxonomy. This technique centers on the recurring presence of a high-profile celebrity, Ryan Gosling, to anchor the campaign and drive brand recall. By directly engaging TikTok users to co-create content with a recognizable star, the campaign leverages celebrity charisma for immediate relevance and shareability within short-form video culture. This format effectively blends interactive and experiential elements with the star’s persona to create a participatory and viral user experience.
Q: What is the campaign proposition for User Generated Action Scenes?
A: The campaign proposition positions Netflix as both a destination for blockbuster content and an interactive experience that speaks the language of contemporary social media users. It targets younger audiences accustomed to short-form, participatory content by inviting them to co-create action scenes with Ryan Gosling from The Gray Man. This strategy shifts passive viewers into active participants, fostering deeper engagement through user-generated content. It addresses the market challenge of binge-scrolling by creating a compelling bridge from viral short clips back to long-form streaming on Netflix, thereby reestablishing the platform’s appeal in a competitive digital landscape.
Q: How does User Generated Action Scenes rank in Clapboard's archive?
A: User Generated Action Scenes holds a Clapboard Campaign Score of 73/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining innovative user engagement with celebrity-driven content to address evolving media consumption habits and successfully drive audiences from short-form platforms back to Netflix.
Q: Who are the competitors in Netflix's category?
A: Netflix competes with several key streaming platforms, each with distinct market positioning. Disney+ focuses on family-friendly, franchise-driven content leveraging strong IPs like Marvel, Star Wars, and Pixar to appeal to multi-generational audiences worldwide. Amazon Prime Video differentiates through a diverse content offering combined with integration into Amazon’s ecosystem, emphasizing convenience and value-added services. HBO Max positions itself as a premium service with critically acclaimed originals and blockbuster films, targeting discerning viewers seeking prestige content. Apple TV+ centers on original, auteur-driven programming with cinematic storytelling aimed at a niche, quality-conscious subscriber base. Viu specializes in Asian dramas and local content tailored for Southeast Asia, emphasizing community-driven and culturally relevant shows alongside international hits.
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