So far Netflix had relied on tactical banners and ads. Not the best way to build trust for a still unknown brand. Our approach was to bring it down a notch and give the viewers a "break" during the commercial break. (You really have to see this ad squeezed in between toothbrushes and weightwatcher ads to appreciete the calmness it brings.)
The adverts was directed by Niklas Larson, 21 years young!