Netflix + Chris Rock

Netflix wanted to build buzz for Tamborine, Chris Rock's first standup special in ten years, but they didn't want a traditional campaign. Instead, they wanted a cryptic tease that would keep people guessing until the special dropped on Valentine's day. We started with a moody black and white teaser film that ran during SNL, cryptic OOH that asked the question, "Will you play?" and a bunch of social posts and videos. This lead to tons of guesses online as to what Netflix could be up to. My favorite guess was someone who thought Tamborine was a new series about William Booth and the founding of the Salvation Army. Close, but no. Also, we're not spelling Tamborine wrong. I mean, we are, but that's the way Chris wanted to spell it. After the Prince song.