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Beverly Hills Cop: Axel F
Amplify + Netflix take rugby league legends on Axel F inspired thrill ride...
Challenge
To launch Netflix’s action-comedy, Beverly Hills Cop: Axel F, with a nostalgia inducing stunt that would spark online conversation, connect to Australian sports culture and bring 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, to uncover a conspiracy within the Beverly Hills Police Precinct.
To generate excitement and conversation, our approach was to align the iconic franchise’s return with Australian sports’ biggest rivalry, the State of Origin series.
Sharing the same target audience to the film, this annual best-of-three rugby league series between the New South Wales Blues and Queensland Maroons provided us 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
Netflix takes two iconic rugby league retirees known for their buddy cop energy on a hilarious, action-packed Beverly Hills Cop themed thrill-ride to see if they have what it takes to be Axel Foley.
Inspired by events from the film, Bryan Fletcher and Nathan Hindmarsh (Fletch & Hindy), go head-to-head in a thrilling helicopter and police car ride that turns 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.
To connect the film’s launch to State of Origin, the content was strategically released 24 hours before the hotly anticipated Game 2 of the series in Melbourne. Targeting our audience through a variety of paid media platforms to ensure Axel Foley and Beverly Hills Cop became a part of the State of Origin conversation.