Picture through Netflix

Starting point Behind Netflix’s new live-action series Sweet tooth is interesting: the sudden emergence of half-human, half-animal hybrids during a pandemic sees “ordinary” individuals hunting for these hybrids out of fear.

With effort To facilitate the adaptation of the DC Comics series, Netflix timed Sweet toothJune 4 premiere with an advertising exhibition USA today. However, it appears that the adware receives more counterattacks than Applause.

Copies USA today was available from newsagents wrapped in the perfect front page ad slot.

At first glance, it does not appear to be an advertisement to the reader. Instead, according to Gizmodo, tabloid-style stories seem to be legitimate pieces of human-animal hybrids that pose a national security risk to the United States.

Different titles were sensational to sound like real news, such as “Hybrid babies born across the United States: the world responds to a new generation of half-humans, half-animals with both respect and care” and “General calls hybrids a threat to national security. Activists are fighting.”

When readers translated to the next page, the nature of the ad was also not entirely clear. Included with images from the first episode of the series, additional “news” was attached to the images, with hyperrealistic headlines such as “Silver River Hospital Responding to the Hybrid Pandemic.”

Although the whole page, wrapped ads are a common feature on newspaper weekends, readers were confused about how few references to “news” were falsified. It would probably have missed a one-word “ADVERTISEMENT” message in small print.

Social media users considered the advertising program a little too realistic, especially with the misinformation of an era when journalists were tasked with eradicating counterfeits.

When contacting by Gizmodo, spokesman USA today said that “the campaign was clearly labeled as an ad and followed our advertising guidelines and protocols.”

It stays one can see whether such hyper-realistic “news” ads are Netflix one-offs or whether they would add to an already cluttered landscape, blurring the lines between journalism and misinformation.

[via Gizmodo, cover image via Netflix]



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