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The Boys Westminster ad calls out partying politicians after Boris Johnson confidence vote

By Taruka Srivastava, Freelance journalist

June 8, 2022 | 2 min read

Amid the political upheaval in the UK, Amazon Prime Video has unveiled contextual outdoor ads to promote season three of The Boys.

Prime Video's contextual outdoor ads

Prime Video’s contextual outdoor ads outside the Houses of Parliament

Its outdoor adverts featured outside events and institutions across Europe (in the UK, Spain, Italy, France and Germany), with headlines making reference to everything from Milan Design Week to Spanish politics, music festivals such as Glastonbury, professional football and even the Queen herself.

In the UK, the ads ran in front of the Houses of Parliament, featuring the hard-partying character The Deep and the following headline, trying to pull up a reference to another leading figure.

It read: “The Boys is a fictional series about controversial leaders with a penchant for parties. Lots of parties*

*Any resemblance to reality is purely coincidental”

The campaign has been created by Madrid-based independent agency Officer & Gentleman, which has worked closely with the Prime Video team across several European markets to bring the campaign to life.

The campaign will run across print, digital screens and roving mobile billboards circling around centers of power across Europe. The first two episodes of season three of The Boys premiere on Friday June 3 on Prime Video, with new chapters to follow each week.

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