Cross media marketing, also known as “cross promotions” are a big thing in the advertising industry, and these days, Ricky Gervais is shaping up to be the go-to act brands are using to market their products to a wider audience.
After two recent television promotions aired for international audiences, the actor and comedian extraordinaire has proved to the world that not only can he self-deprecate and make a load of bullocks of himself, but he can also be leveraged for buzz creation.
Fans of the Brit got a whole new glimpse of the actor in a Netflix commercial debut at the 2014 Primetime Emmys. During the award ceremony, television host Jimmy Kimmel even poked fun at Gervais, indicating that he had a “Television Face,” or more specifically, “It’s a Netflix face” in comparison to the “movie star” face of Matthew McConaughey.
Viewers caught on to Kimmel’s meaning when Gervais actually appeared as the face of Netflix, jumping into popular Netflix series for the network’s television advertisement. Gervais donned both orange jumpsuit and politico comb over to poke fun at such hits like “Orange Is The New Black” and “House of Cards.”
Gervais nailed the idea of being so absorbed to marathon binge watching when he chirped:
“You know when you’re watching your favorite Netflix show,” Gervais asks the camera from his seat on a couch, “and after five straight episodes, it’s like, you wanna be in it?”
Yes, we know the feeling. We might even want to see more of Doug Stamper answering to the British import.
Fans recall another Gervais commercial stunt when the star appeared in a hilarious “mean tweet” reading in the 2015 Audi A3 Sedan promo series. The ad features Gervais’ young niece reciting some of his most ugly critiques. “Ricky is a pig-nosed troll,” she recites, among other insults. Audi chose Gervais to star in a series of ads that are part of Audi’s ongoing “Uncompromised” for A3 campaign, which also features small video vignettes in addition to the mean tweet ad.
Ricky Gervais’ commercial game has reached championship status. Fans knew Gervais was funny all along but now corporations recognize his potential for buzz creation and to facilitate profitability, too. Which company will be next to feature the British import? How much in royalties will the star actually receive? It’s a daunting matter to ponder but we are glad Gervais is here to stay. Well, maybe we don’t speak for the Twitter crowd, but that’s an entirely different story altogether.
What are your thoughts about cross media marketing? Which commercials would you like to see Ricky Gervais appear in next? Share your thoughts in the comments or tweet me @Kelseymbro