Netflix was preparing to launch the fourth and final season of its hit series, Sex Education. The show is known for its bold, frank, and often humorous approach to discussing sex, relationships, and the challenges of adolescence. To generate buzz for the new season, Netflix needed a campaign that was equally bold, memorable, and authentic to the show’s spirit. The brand and its agency, Media.Monks, decided to target a specific cultural moment in Argentina: “Spring Day” or “Student Day,” a time when thousands of teenagers gather in parks to celebrate.
Campaign Overview
Netflix placed a car in Palermo Parks, Buenos Aires, with modified shock absorbers that made it bounce continuouslyâmimicking the motion of sexual activity. The car was parked in a public space, and curious passersby were drawn to the spectacle. Upon closer inspection, they discovered it was part of a guerrilla stunt promoting Sex Education Season 4.
The campaign was timed with Spring Day, a celebration of youth and sexuality in Argentina, making the activation feel culturally relevant and provocative.
Problem
Sex Education was entering its final season and needed a memorable send-off
The showâs core themesâsexual exploration, awkwardness, and humorârequired a campaign that matched its tone
Netflix needed to cut through streaming clutter and reignite interest in a series that had already peaked in popularity
Execution
The Stunt: The campaign centered around a physical, guerrilla marketing stunt. A car was strategically placed in Bosques de Palermo, a popular park in Buenos Aires where students congregate. The car was specially modified with a mechanism that made it shake and bounce continuously, giving the unmistakable impression of sexual activity happening inside.
Provocative and Humorous Messaging: The car was fully branded with the Sex Education logo, a simple but highly effective way of connecting the controversial and humorous stunt directly to the show. The name “The F***ing Car” was a direct, unapologetic reference that was designed to be both shocking and perfectly aligned with the show’s theme.
Digital and Social Integration: The stunt was a physical event designed to become a viral digital phenomenon. Passersby naturally took photos and videos, which were then shared widely on social media platforms. The campaign also extended its reach with a CGI element, where Buenos Aires’ iconic Obelisco was transformed into a giant condom branded with the show’s logo, further amplifying the message.
Guerrilla Marketing Elements: The campaign was a masterclass in guerrilla marketing because it was an out-of-home (OOH) activation that defied traditional advertising. It relied on a clever, low-cost stunt to generate organic buzz, earned media, and social conversation. It took advantage of a specific cultural context and location to create maximum impact and turn a public space into an ad for the show.
Brand Impact
Reinforced Netflixâs reputation for bold, culturally attuned marketing
Reconnected audiences with Sex Educationâs irreverent tone
Created a physical manifestation of the showâs themes, turning curiosity into conversation
Became one of the most talked-about stunts of the season
Results
The F*ing Car Campaign achieved outstanding results, generating 303 million impressions and reaching 35 million people. It also drove 6.5 million interactions, reflecting its strong engagement and widespread impact.
Lessons Learned
Physical stunts still work: In a digital-first world, real-world activations can spark viral attention
Cultural timing matters: Aligning with Spring Day amplified relevance and impact
Tone-matching is key: The campaignâs cheeky execution perfectly mirrored the showâs brand
Mystery drives engagement: Letting people discover the brand behind the stunt created deeper emotional connection
Conclusion
Netflix’s “The F***ing Car” campaign is a brilliant example of how a brand can use guerrilla marketing to create a powerful, unforgettable connection with its audience. By understanding the core identity of the show and leveraging a specific cultural moment, Netflix created a stunt that was provocative, hilarious, and perfectly on-brand. The campaign’s success proves that in an age of digital noise, a bold and well-executed physical stunt can still be the most effective way to grab attention and generate viral buzz.
