Netflix Argentina produced a holiday commercial featuring Luli Ofman, Maslatón, and Rebord to promote the final season of "Stranger Things" [1].
The campaign uses local cultural figures to generate regional interest in the upcoming series finale. By blending a global franchise with Argentinian personalities, the streaming giant aims to increase viewership and engagement within the local market [1].
The advertisement is centered around the slogan "Estas fiestas hay que cerrar la grieta (del Upside Down)" [1]. This phrasing plays on a common Argentinian social and political term regarding societal division, the "grieta," while linking it to the supernatural rift in the show's plot [1].
Released in late 2023, the commercial was timed to align with the end-of-year holiday season [1]. The production focuses on a humorous tone to draw attention to the stakes of the fifth season. The strategy targets the Argentinian audience by utilizing a "bizarre" comedic approach to bridge the gap between the Upside Down and reality [1].
Netflix has not released specific viewership targets for the campaign, but the use of high-profile local figures like Ofman suggests a push for broad demographic reach. The commercial serves as a bridge to the eventual release of the finale, maintaining momentum for the franchise during a period of high consumer spending and holiday leisure [1].
“"Estas fiestas hay que cerrar la grieta (del Upside Down)"”
This marketing approach demonstrates Netflix's strategy of 'hyper-localization,' where global intellectual property is repackaged using specific regional idioms and celebrities to penetrate local markets more effectively. By referencing the 'grieta,' Netflix is attempting to embed a fictional narrative into the actual socio-cultural conversation of Argentina.
