Best of the Decade: Netflix and Frank Underwood hijack the presidential debate to promote 'House of Cards'

Campaign ran alongside the real events of the U.S. election

Published On
Dec 16, 2015

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

When it came to experiential campaigns, HBO delivered perhaps the most high-profile ideas such as the dizzying “Game of Thrones” VR experience and the “Westworld” SXSW recreation that garnered tons of buzz. But Netflix brought the idea of experiential into our everyday world with its “House of Cards” integrated campaign. Created by BBH New York to promote the show’s Season 4, it included a “political ad” from the show’s presidential candidate Frank Underwood that channeled Hal Riney's classic "It's Morning in America" and dropped during the actual Republican Presidential debate and then went on to build Underwood’s real-world campaign headquarters in his home state of South Carolina. The campaign nabbed the 2016 Cannes Lions Integrated Grand Prix.

Original story

Last night on CNN, a surprise contender hijacked the Republican Candidate Presidential Debate to promote his own platform, Frank Underwood of Netflix's "House of Cards."

A cheesy campaign video (looking these days like the other run-of-the-mill political promos out there but, as one reader pointed out, taking cues from Hal Riney's famous "It's Morning in America,") aired during the first hour of the program. It could have been shilling for any of the candidates, cutting together proud patriotic scenes from around the country with an inspiring voiceover:

"It's a new day in America. Today, more people will go to work, return home to their families and sleep more soundly than ever before all because one man refuses to settle, putting people before politics. That man is Frank Underwood."

Kevin Spacey's character then appears. "America, I'm only getting started," he says. "I'm Frank Underwood and I approve this message."

The ad, created out of BBH New York, promotes Season 4 of the show and directs viewers to a website, FU2016.com, which invites visitors to "join" his movement and support such issues as "dishonesty," "inequality" and "entitlement."

Frank Underwood also made another surprise appearance earlier this year in China, for Alibaba.

Credits

Date
Dec 16, 2015
Brand:
Netflix
Client:
Netflix
Agency:
BBH-New York
Chairperson:
John Patroulis
Chief Creative Officer:
Ari Weiss
Executive Creative Director:
Gerard Caputo
Creative Director:
Dave Brown
Creative Director:
Daniel Bonder
Creative Team:
Alexandra Sobiecki
Creative Team:
Taylor Marsh
Communications Planner:
Megan Piro
Director, Strategy:
Mark Aronson
Business Lead:
Alison Moser
Head of Integrated Production and Technology:
Carey Head
Head of Content Production:
Kate Morrison
Senior Producer:
Christina Carter
Production Company:
Reset Content
Director:
Wally Pfister
Managing Director:
Dave Morrison
Executive Producer:
Jeff McDougall
Production Service Company:
Birds + Stone
Line Producer:
Cassia Hoffman
Director, Photography:
Bryce Fortner
Post Production:
The Mill
Visual Effects Supervisor:
Jimmy Bullard
Editor:
Matt Murphy
Edit House:
Exile
Executive Producer:
Carol Lynn Weaver
Producer:
Melanie Gagliano
Assistant Editor:
Tara Wall
Sound Director:
Tom Jucarone/Sound Lounge
Music:
APM Music Self Belief
Agency Digital Producer:
Simon Joseph
UX Director:
Kelly Bignell-Asedo
Digital Production Company:
North Kingdom
Chairperson:
John Patroulis
Chief Creative Officer:
Ari Weiss
Executive Creative Director:
Gerard Caputo
Creative Director:
Dave Brown
Creative Director:
Daniel Bonder
Creative Team:
Alexandra Sobiecki
Creative Team:
Taylor Marsh
Communications Planner:
Megan Piro
Director, Strategy:
Mark Aronson
Business Lead:
Alison Moser
Head of Integrated Production and Technology:
Carey Head
Head of Content Production:
Kate Morrison
Senior Producer:
Christina Carter
Production Company:
Reset Content
Director:
Wally Pfister
Managing Director:
Dave Morrison
Executive Producer:
Jeff McDougall
Production Service Company:
Birds + Stone
Line Producer:
Cassia Hoffman
Director, Photography:
Bryce Fortner
Post Production:
The Mill
Visual Effects Supervisor:
Jimmy Bullard
Editor:
Matt Murphy
Edit House:
Exile
Executive Producer:
Carol Lynn Weaver
Producer:
Melanie Gagliano
Assistant Editor:
Tara Wall
Sound Director:
Tom Jucarone/Sound Lounge
Music:
APM Music Self Belief
Agency Digital Producer:
Simon Joseph
UX Director:
Kelly Bignell-Asedo
Digital Production Company:
North Kingdom

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