Netflix's sonic identity hits everyday life moments

Brand's film from Publicis Italy debuted at the country's Sanremo Music Festival

Published On
Feb 04, 2022

Editor's Pick

Anyone who subscribes to Netflix will be familiar with the brand's sonic idenity, the "tudum" sound that begins every piece of content streamed on the platform. Now a new spot from Netflix Italy has fun with that.

The ad, created by Publicis Italy and Le Pub, depicts a series of everyday scenarios in which the protagonists (who obviously watched a lot of Netflix) see certain moments as the potential beginnings of a new Netflix series, and consequently utter the sound.

All genres are covered, from romcom to thriller; it could be a public phone ringing in an empty subway station; getting lost with no internet connection in a creepy forest; a server leaving his phone number on the check; two men putting a mysteriously heavy sack into a car trunk. The spot, directed by Alex Feil via Mercurio Cinematografica, wraps up with the words, "Sounds like a good story is about to start."

The ad debuted at Italy's Sanremo Music Festival, a popular pop culture event in the country running from Feb. 1-5.


Feb 04, 2022
Client :
Netflix Italia
Agency :
Publicis Italy/Le Pub
Global CCO Publicis WW :
Bruno Bertelli
Cristiana Boccassini
Mihnea Gheorghiu
Creative Director :
Alessandro Candito
Creative Director :
Matteo Grandese
Chief Strategy Officer :
Bela Ziemann
Client Service Director :
Ilaria Lorenzetti
Copywriter :
Gian Marco Panichelli
Art Director :
Giulia Trimarchi
Planner :
Alex Moore
Data Strategist :
Andrea Battista
Social Media Manager :
Nicolò Russo
Chief Production Officer :
Francesca Zazzera
Producer :
Laura Mazzia
Production Company :
Mercurio Cinematografica
Director :
Alex Feil
Stephane Fontaine
Production Manager :
Antonio Radice Fossati
Executive Producer :
Luca Fanfani
Producer :
Martina Perversi
Junior Producer :
Valentina Allievi
Stylist :
Ingrid Pastore
Casting :
Studio T e Tam Tam Studio Casting
Hair & Make-Up :
Paola Breda
Set Design :
Benedetta Brentan

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