To promote the launch of its new zombie-comedy starring Drew Barrymore, Netflix has used a number of multiscreen OOH billboard ads that see Barrymore ‘climb’ in to adjacent ads to literally ‘kill’ the competition.
The Netflix show features a dark plotline with a playful twist on the decaying zombie genre. It follows Sheila (Barrymore), and her husband Joel (Timothy Olyphant), as they work on adapting to life in Santa Clarita after Shelia becomes undead and starts craving human flesh.
The ‘Thrillboards’, created by Doner LA, show Barrymore climb out of her own ad into other nearby ads when her hunger for human flesh strikes. She then happily returns to her screen with a limb of an unfortunate victim.