Netflix Unveils First Global Brand Campaign
By Edward Pollitt
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.”