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Group745
Group745
Group745
Group745
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Group745
Creative in association withGear Seven
Group745

Prime Video Blurs the Line Between Reality and Fiction for European Launch of The Boys Season 3

08/06/2022
Advertising Agency
Madrid, Spain
401
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The contextual marketing campaign from Officer & Gentleman, which began rolling out last week, takes on a range of topics from corruption, politics, and football to the Queen’s Jubilee

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.

Since last week, contextual outdoor ads for The Boys have 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 might 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 will also see 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. The first two episodes of Season 3 of The Boys premieres on Friday, 3rd June on Prime Video, with new chapters to follow each week. 

Behind the creative is Madrid-based independent agency Officer & Gentleman, who worked closely with the Prime Video team across several European markets to bring the campaign to life.

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