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Creative

Netflix Heroines Star in 'Rules for the Modern Woman'

lbbonline.com, 2 months, 1 week 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

Advertiser: Netflix

Creative Agency

Chief Creative Officer: Jaime Robinson

Art Director: Marques Gartrell

Executive Producer: Sherri Levy

Creative Agency: Joan

Production co-ordinator: Lauren Teng

Music and Sound

Music Production: Ring the Alarm

Offline

Producer: Jenny Greenfield

Editor: Parker Whipple

Edit Company: Paper, Scissors

Edit Assistant: Tania Mesta

Post Production / VFX

Visual Effects: Harry Truman

Category: Publications and media , Streaming Services

Genre: Comedy , Dialogue , People