The Show
Ruby Yao, a 33-year-old single woman who is searching for love, finds herself at the center of a mystery. After one of her ex-boyfriends passes away, others begin suffering the same fate -- mysteriously dying in the order she slept with them.
As the body count rises, she is forced to confront her romantic past to figure out what is happening and how to stop the murder spree.
The Ask
In our campaign, we highlighted LAID’s bold, twisted comedy, perfectly timed for Peacock’s audience and the buzz from Based on a True Story: Season 2. Focusing on the lovable leads and iconic guest stars, we tapped into loyal fan bases and pop-culture enthusiasts alike.
By showcasing the cast and unapologetic humor, we positioned LAID as a sharp, standout comedy carving its own space in pop culture.
Tonal Comparisons
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A show about complex sex lives and strong but messy friendships like Girls
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Female-led irreverent comedy where everyone has a fucked up past like Dead to Me
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A sex-positive story led by quirky, flawed characters like The Sex Lives Of College Girls
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A very-online, very relevant comedy with a light unraveling of mystery like Search Party
Marketing Hooks
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A Unique, Edgy Concept
Everyone she hooks up with dies…enough said. This show takes the trope of women being obsessed with true crime and gives it a mysterious, even supernatural twist.
We can hook fans by distilling this series down to its core concept and letting the unique plot shine through all of our assets.
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A Lot Of Familiar, Iconic Faces
The lead from EEAAO! Shoshanna from Girls! Simu Liu, John Early, Finneas…Amanda Knox!!!
This cast really runs the gamut, serving up icons from a broad spectrum of culture.
Let’s give Stephanie the spotlight while leveraging these fun, familiar faces for maximum reach.
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Relatably Flawed Characters
Nobody’s perfect, especially these characters. There’s something comforting about having characters that are handling a ridiculous situation in a very human way: by failing their way through it.
While the cast will be a clear draw in pre-premiere, post-launch we can really forge connections between audiences and these characters, bringing out their relatability by highlighting their most resonant moments.
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Irreverent Raunchy Comedy
This series’ no-punches-pulled dialogue, outlandish settings, and bold performances come together to form a refreshingly raucous work of comedy.
Our campaign needs to be FUNNY. Let’s push the envelope and ensure we’re capturing the true tone of the series, letting ourselves be as irreverent as Peacock’s standards will allow.
Nowadays, women aren’t ashamed of having sex. Sleeping with a lot of people is harmless…until they all mysteriously end up dead. Is it some sort of mutant STD? Or a sheer coincidence? Maybe her vagina is just cursed. Hey, we’re not judging. We’re just concerned because…
That’s A High
Body Count
“Censory” Overload
We wanted to show off LAID’s funniest, weirdest, and most wild moments — but keep things safe for work (you’re welcome). So, we made a social video where NSFW words get censored with emojis, turning spicy lines into curious mysteries.
You’ll see characters bleeped out mid-sentence, with matching emojis covering their mouths. It’s a playful way to tease the show’s bold humor while leaving viewers thinking, “Wait, what did they just say?” Spoiler: You’ll have to watch to find out!
Ruby’s Body Count
Ruby’s love life is killer—literally. To help fans keep up with her many ex-partners and their dramatic fates, we created a supercut social video that highlights the hilariously dark side of her romantic history.
The ticking body count paired with a fast-paced montage adds a sense of escalating chaos, amplifying the humor as the video progresses. This format capitalizes on repetition and pacing to keep viewers engaged, while the absurdity of the count rising rapidly keeps the tone light and comedic, aligning perfectly with the title’s darkly humorous premise.
True Crime Obsessed?
True crime fans, this one’s for you! We created a social video featuring AJ from LAID and Ava from Based On A True Story to help viewers figure out just how deep their love (or obsession) with true crime really goes.
The video takes the form of a playful listicle, highlighting traits that might suggest a teensy bit of an unhealthy addiction. Each trait is paired with clips of AJ and Ava fully immersed in their true crime hyper fixations in their respective shows, making the connection as relatable as it is entertaining.
*Color and format follow Peacock brand guidelines
S(EX) POSITIONS
Ruby’s exes didn’t just break up—they died in wild ways. So, we made a cheeky Kama Sutra-style book that swaps steamy positions for dramatic death scenes.
With bold, silhouette-style graphics and animated page flips, it’s a playful, twisted take on Ruby’s chaotic love life—exactly the kind of humor her story deserves.
Rather Not Die, Thanks.
To capture the bold, edgy humor of the show, we had Stephanie Hsu and Zosia Mamet play a raunchy game of “Would You Rather.”
Featuring the two lead actresses (who play best friends on the show), this format lets their personalities and chemistry shine while creating laugh-out-loud moments that reflect the series’ over-the-top vibe. By leaning into the wild energy of the show, the game delivers shareable, attention-grabbing content that teases the outrageous fun viewers can expect when they tune in on Peacock.