The Show
The Jackal is an elusive assassin who makes his living carrying out hits for the highest fee. He soon meets his match in a tenacious British intelligence officer who tracks him down in a thrilling cat-and-mouse chase across Europe.
The Ask
Develop a 360 campaign ideas and tactics that drive intrigue and awareness for The Day of the Jackal, that touch upon the series key themes of the hunt, travel, technology, espionage, and disguises.
Tonal Comparisons
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The exciting narrative twists and turns of The Night Agent
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The sophisticated stylishness and sex appeal of Mad Men
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The confrontational cat-and-mouse chase of Killing Eve
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The high-octane global stakes and action of Jason Bourne
Marketing Hooks
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Exciting Talent
Eddie Redmayne shines in this series, supported by a fun and engaging supporting cast that fans will love.
Center Eddie in this campaign while leveraging Ursula’s major audience and Lashana as a future fan-favorite.
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Premium Drama
Everything about this series feels premium, from the attention to detail in disguises and tech, to the intricate, dramatic storytelling.
Our campaign will feel elevated and polished, with the same detailed precision that the creators brought to the series.
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Global Cat-and-Mouse
This back-and-forth chase plays out across the globe in stunning locations.
Push the global scale and intensity of the series to our social campaign by incorporating global settings as well as the cat-and-mouse relationship between Jackal and Bianca.
Jackal and Bianca are two sides of the same coin, their near-identical disposition to accomplish their mission at almost any cost inverts norms of who is good and bad. Our campaign builds palpable tension along this relentless chase, driving audiences to tune in for the inevitable collision of these kindred rivals.
You Are What You Hunt
Audience Participation
EVERY DECISION COULD BE THE DIFFERENCE BETWEEN LIFE AND DEATH.
In this social piece, we gave fans agency with choices that allowed them to step into the shoes of Bianca or the Jackal as they engage in a high stakes game of cat and mouse. Fans had the opportunity to test their spycraft skills by creating an interactive “choose your own adventure” style experience on Instagram Stories.
Quick Thinking
The Chase Is On:
Hunt or Be Hunted
We created two separate ads that allowed viewers to choose between being the Hunter or the Hunted. This asset leaned into the story lines we saw in the first half of the series.
Each choice lead to a short video (~20:) that allowed the viewer to get a closer look at each character’s motives and methods.
Who Is The Jackal?
We partnered with YouTube to create pre-roll ads that allow viewers to step into the shoes of Bianca by viewing top-secret MI5 intel on the Jackal.
The video opened with a log in screen of a high security MI5 server. Once signed in, it will reveal countless pictures and videos related to the Jackal.
Some Good Ol’
Fashioned Social
Thirst Trap
Eddie is bae. Using episode clips, applying day-dreamy glow effects, slow-motion movements,
and a sultry song to create an asset that celebrates another sexy role played by Eddie Redmayne.
Social Rave
From computers to TVs to phones, screens appeared throughout DOTJ as a way for characters to send and receive information.
We highlighted fan commentary as if it were intel with a supercut of device scenes from the show, with each screen containing a screenshot of a fan post.
Fan Chatter
We asked fan questions via @Peacock’s instagram Story using the Question Box feature. The team selected the best for Eddie to answer and react to while weaving in footage from the series for a video on Peacock’s social handles. TPG also created the graphics for each question box.
Ok ok. Jeez. I’ll go watch. Don’t yell at me. 🤩
mishamartini
“This was the best thing to show up as soon as i opened the app”
lilith_slaughter_
“HE ANSWERED MY QUESTION AHHHH”
catherinewaaaang