The goal of this launch spot was to introduce the Netflix Kids service to existing Netflix subscribers and drive acquisition of new subscriptions in the US, UK and Nordic markets. Netflix Kids is a walled garden of entertainment curated for younger viewers who consume content voraciously in similar patterns as adults. The goal was to communicate to parents that Netflix is a trusted partner in providing kid-safe entertainment without relying on positioning Netflix as a babysitter for inattentive parents--a human truth that the brand wanted to diminish. We wanted to show that kids were empowered to make decisions about how, what and when they enjoyed Netflix while parents can feel confident that their children aren’t growing up too quickly. The result is a quirky, cute spot that finds the sweet spot between product demo and lifestyle narrative.
