By Amy Houston, Senior Reporter

January 15, 2024 | 2 min read

‘Who’s Watching’ takes a healthy dose of inspiration from the platform’s Black Mirror series and was directed by legendary adman Juan Cabral.

We’ve all been there, opening Netflix, not quite sure what we want to put on, and being faced with that familiar question on the profile screen: ‘Who’s watching?’

It’s a seemingly simple query that becomes a little bit too existential in a new ad for the brand. In the spot, viewers are introduced to a woman called Norma, who is grappling with her identity. What ensues is a multitude of different personalities, each reminiscent of shows she watches, such as Emily in Paris and Stranger Things.

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Fans of Charlie Brooker’s Black Mirror series will recognize aspects of the Joan is Awful episode that starred Salma Hayek and Annie Murphy.

It’s a creepy but fun take on the notion of binge-watching your favorite TV shows and is the work of ad agency David Madrid. The team enlisted revered Argentinian creative Juan Cabral to direct the spot. His previous work includes Cadbury’s ‘Gorilla’ and Sony’s ‘Balls,’ which have gained worldwide acclaim.

The agency described the ad as “Weird yet normal. Alternative yet commercial. Complex yet simple. Full of contradictions. Just like all of us.”

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

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