We blurred the line between reality and fiction for the European launch of The Boys Season 3

The Boys may be a show about superheroes, but it unapologetically blurs the line between fiction and reality. After all, many of the characters and situations in the series clearly mimic those we see in real life: From soulless corporations to entitled celebrities and power-hungry politicians… it can all start to sound a little familiar. But as the disclaimer before many of the series and films on Prime Video clearly states: Any resemblance to reality is purely coincidental.

For the Launch of The Boys' Season 3 in June, contextual outdoor ads for the show begun appearing 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 like Glastonbury, professional football and even the Queen of England herself. So, for example, people in the UK would find an ad for the show in front of the Houses of Parliament, featuring the hard-partying character The Deep and the following headline, making reference to some equally hard-partying politicians: 

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 also saw executions in print, digital screens and roving mobile billboards circling around centres of power across Europe to promote the launch of the third season calling out some of those “purely coincidental” similarities in the series.