By John McCarthy, Opinion editor

September 18, 2017 | 2 min read

Netflix is creating lots of comedy, this is the sentiment the video streaming company wants viewers to take away in its latest campaign 'Netflix is a joke'.

In the run up to the Emmys the company plastered prominent New York and Los Angeles out of home spots with work reading ‘Netflix is a Joke’ – the work was rather mysterious and garnered some speculation.

As it emerged, the billboards were designed to make the launch of the TVC more powerful. In a minute-long ad, the company inserted venerable funny people into its existing shows using CGI technology.

The likes of Jerry Seinfeld, Dave Chappelle, Ellen DeGeneres and Chris Rock were strewn throughout scenes from House of Cards, The Crown, Stranger Things and Orange is the New Black.

LA-based creative shop Battery Agency worked on the activity, both the billboards and the Emmy ad.

The move comes as Netflix tries to carve out a niche in the comedy market, looking to draw attention to its support of artists in the space, courtesy of the specials it has been cranking out featuring the comics from the ad, in addition to Louis CK, and Amy Schumer.

Back in 2014, the company similarly ran an Emmy ad featuring Ricky Gervais.

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