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Beverly Hills Cop: Axel F
Amplify + Netflix take rugby league legends on Axel F inspired thrill ride...
Challenge
Launch Netflix’s latest action-comedy, Beverly Hills Cop: Axel F with a stunt that sparks online conversation, connects with Australian sports culture and brings the excitement and humour of Beverly Hills Cop (BHC) together.
Insight + Strategy
Detective Axel Foley (Eddie Murphy) is back in Beverly Hills after 39 years. Reuniting with old pals and a new young cop on the force. Together they’ll uncover a conspiracy within the Beverly Hills Police Precinct.
To generate excitement and spark conversation, we aligned the iconic franchise’s return with Australian sports’ biggest rivalry, the State of Origin series.
Sharing the same target audience as the film, this annual best-of-three rugby league series between the New South Wales Blues and Queensland Maroons provided us with the perfect opportunity to tap into a cultural moment, lean into the film’s theme of rivalry and remind Australians that true classics never go out of style.
Solution
Beverly Hills Cop: Axel F
To promote the new Netflix series, our promotional film leant into the audience insight and took two iconic rugby league retirees, known for their buddy cop energy, on a hilarious and action-packed ‘Beverly Hills Cop’ themed adventure to see if they have what it takes to be Axel Foley.
Inspired by events from the Netflix film, Bryan Fletcher and Nathan Hindmarsh (Fletch & Hindy), went head-to-head in a thrilling helicopter and police car chase that turned into a race back to base. Filled with nostalgic Beverly Hills Cop motifs, topical State of Origin one-liners and the perfect mix of action-comedy that the Beverly Hills Cop franchise is known for it was the perfect piece of supporting content to drive attention to the main film.
To capitalise on a cultural moment the content was strategically released 24 hours before the hotly anticipated Game 2 of the State of Origin series in Melbourne. Targeting our audience through various paid media platforms to ensure Axel Foley and Beverly Hills Cop became a part of the sporting conversation.