Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Netflix Heroines Star in 'Rules for the Modern Woman', 1 year, 8 months ago

Let Eleven, Piper and Claire Underwood teach you how to be the perfect housewife in tongue-in-cheek debut campaign from Joan

Netflix Heroines Star in 'Rules for the Modern Woman'

Netflix has been celebrating its fantastic female characters in a campaign that launched during this week's Emmy ceremony. #SheRules has been created to promote the launch of its new series about Queen Elizabeth II and her relationship with the irascible Prince Philip.

The launch TV spot was a hit with the Twitterati - and NY-based agency Joan is following it up with a brilliantly subversive social component.

Taking inspiration from the condescending educational films of 1950s America, 'Rules for the Modern Woman' sees characters from Netflix series scrub out old school stereotypes of a demure housewife. 'Women, know your place'... try telling Claire Underwood that!

'Rules for the Modern Woman' is the first to come out of Joan, the agency founded by former W+K ECD Jaime Robinson and former Refinery29 COO Lisa Clunie.

Original Netflix 'She Rules' ad that aired during the 2016 Emmys


Advertiser: Netflix

Creative Agency

Creative Agency: Joan

Art Director: Marques Gartrell

Chief Creative Officer: Jaime Robinson

Executive Producer: Sherri Levy

Production co-ordinator: Lauren Teng


Edit Company: Paper, Scissors

Editor: Parker Whipple

Edit Assistant: Tania Mesta

Producer: Jenny Greenfield

Post Production / VFX

Visual Effects: Harry Truman


Music Production: Ring the Alarm

Category: Publications and media , Streaming Services

Genre: Comedy , Dialogue , People