Jack is Back

Season 2 of Tom Clancy’s Jack Ryan was bigger than ever. To let fans know the hit series was back, we wanted to share the news in a big way—with the world’s largest Rooftop OOH ad ever. Unmissable on the approach into LAX, we knew we could get fans excited with a simple message: “Jack is Back”.

This campaign won a 2020 AdWeek Impact Award for Best Site-Specific Campaign 

The Challenge

Rapport, RGA and Fly By Ads were tasked by Amazon to let fans know that the hit series Jack Ryan was back, in a big way and generate a viral effect on social media.

Our Solution

All teams involved were inspired to put something together that would garner everyone’s attention. To do so, they created the largest illuminated rooftop OOH ad ever. Unmissable on the approach into Los Angeles International Airport (LAX), the teams knew they could get fans excited with a simple message: “Jack is Back.” Covering more than 75,000 sqft, spread over six different rooftops, the signs were intended to turn the heads of travelers landing at LAX. The illumination feature allowed viewing day and night, the first activation of its kind.


Pictures were taken by passengers and shared within their circles, initiating an organic social media buzz that shared the viewing experience with those not flying overhead. Amazon Prime Video added a reach of over 12.3 million to those consuming their media from their phones and/or computers. This effect was really ignited when Amazon CEO Jeff Bezos posted images of the rooftop signs on his Twitter and Instagram accounts, reaching his more than 1 million followers on each platform. With this multi-level approach, millions of viewers were engaged with these signs, not only from the window seat of a plane, but also from the screens on their phones.

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