How Netflix’s humorous billboards are redefining OOH advertising

When you see a billboard that reads, “Yes, everyone can hear you singing Golden in your car”, it immediately clicks.

That is the genius of Netflix’s outdoor campaign. The line taps into a shared experience almost everyone has had: singing along to a favorite song in the car and wondering if anyone else can hear. That instant recognition makes people smile, laugh at themselves, and remember the brand behind the joke.

Netflix started this campaign in Los Angeles, releasing a new witty line or inside reference every week. Each billboard became something people began to anticipate, turning a static ad into a mini cultural moment. Commuters noticed the boards, took photos, and shared them online, extending the reach far beyond the street.

The humour works because it is rooted in everyday life. From belting out a song in traffic to referencing trending shows, each message feels personal and relatable. Instead of promoting features or discounts, the campaign creates small, memorable moments that leave a lasting impression.

The creative team, led by Spencer Somers with Jarett Wieselman, Lucía Riquelme, Tanya Kumar, and Divya Reddy, focused on cultural relevance and timing. By referencing pop culture and trending topics, each billboard felt like a shared inside joke with the audience rather than a generic ad.

Placement was crucial. The boards were positioned in high-traffic areas, ensuring repeated visibility, this repetition reinforced both the humour and the brand, turning each new message into a conversation starter on social media and among viewers.

This campaign shows that humour in out-of-home advertising is far from outdated. When it is relatable, culturally tuned, and consistently refreshed, it grabs attention and builds positive brand recall. Netflix proves that a single clever line, placed thoughtfully, can transform a traditional billboard into an experience people notice, enjoy, and share.

Every week, people look forward to the next joke, making these billboards part of a larger ongoing conversation. Creativity, timing, and cultural insight allow Netflix to cut through the noise, showing that even in a crowded advertising landscape, humour can make a brand unforgettable.

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