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By Amy Houston, Senior Reporter

June 27, 2023 | 2 min read

It’s to promote the new action thriller movie Extraction that’s available to watch on the streaming platform.

In a first of its kind, Netflix has unveiled a billboard that actually sweats. Placed on a busy side street, the out-of-home activation invited passersby to have a feel of its wet surface.

Developed alongside creative agency Omelet and production company UNIT9, the stunt uses a timed recycled water system.

This isn’t the first time we’ve seen a bodily-fluid-inspired billboard. Last year, an Elvie billboard peed on people to tackle incontinence taboos.


Brand: Netflix

Agency: Omelet

Production: UNIT9

Media: Rapport

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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