An axolotl who jumps out of the fish tank to continue seeing what is happening with his favorite character, an astronaut who defrosts his crew to share the new series he has become hooked on; or a vampire who exposes himself to being burned by sunlight in order to discover which suitor they choose on that popular reality show. They all reflect what it feels like when you find that story or that character that you didn’t know you needed to know, that is, the discovery possibilities of Netflix.
The campaign focuses on a varied catalog that helps viewers discover new stories
The streaming platform has launched a new brand campaign, created by its Brand Creative Studio in collaboration with the creative agency Mother and which will run in the United States, Canada, Brazil and Spain. Under the concept “Find that thing you didn’t know you needed”, the company highlights how its extensive catalog and the diversity of its productions help viewers discover their next essential series or movie, even if it is not what they initially imagine.
“We start 2026 by asking the world the question: ‘What now?’ —the same one you do every time you sit down to watch something—. Now let’s go one step further“, they comment from Netflix in a statement. “What happens in that moment when a series you didn’t expect to see becomes the topic you can’t stop talking about? That spark that is, in equal parts, surprise, obsession and a ‘wait, why did I do this now?’”.
The message is conveyed through three advertisements, produced by Iconoclast United Kingdom, which are based on a truth that every viewer knows: once you find that thing you didn’t know you needed, you can no longer imagine your life without it. They star three unexpected fans and transform everyday moments into epic stories to watch and share their passion for entertainment.
The first spot, titled “Axolotl,” focuses on an aquarium full of fish enjoying a marathon of “The Bridgertons,” but when their viewing is interrupted by their owners, the axolotl reaches for the remote control to continue with the story.
The second ad, titled “Hypersleep,” follows a lonely astronaut, who wakes his crewmate from freezing just so he can talk to someone about his new obsession, “KPop Demon Hunters.”
The third, titled “Dawn,” tells the story of a vampire whose television breaks down and is forced to make a risky race through the city at dawn to see the end of “Love is Blind.”
The campaign has paid special attention to production details to reflect the diversity of Netflix’s catalog and its commitment to quality. Thus, according to Little Black Bookd, the three spots were shot on 35 mm film, using different aspect ratios to adapt to their respective universes. “Ajolote” uses widescreen; “Hipersueño” adopts an anamorphic format to capture the immensity of space; and “Dawn” is inspired by classic horror films through a 4:3 format frame.
Along with the ads, Netflix is also launching *Typecast*, a social media series that celebrates fan diversity. through areas such as fashion, music, beauty and community. As Netflix explains, each piece “offers a sincere look at a person’s world and what connects them to the series and movies they love.”
The series follows in the footsteps of designer Willy Chavarria, rapper Teezo Touchdown, makeup artist Isamaya Ffrench and the collective The Compton Cowboys, who reveal their role as fans of certain titles on the platform. The series will air only in the United States between November 10 and 13 through Netflix’s social media channels and on Tudum.com.
