Netflix invented a fake boy band to sing on its dating shows
“Our subject is modern love and romance. Our host is Nick Lachey. And our talent loves being shirtless,” says Dan Lemaux, associate creative director at Chemistry, who helped develop the campaign. “Also, 90s fashion and songs made a huge comeback, and our fan base grew by listening to boy bands. So a 90s boy band made perfect sense.”
“We definitely drew inspiration from 98 Degrees, NSync and the Backstreet Boys,” adds senior art director Lizzy Powers. “They had the unique looks, moves and personalities that we wanted to showcase with our own cast.”
Jeff McCollister wrote the track, which names new and returning series. Netflix Music Lab handled the audio production.
Krista Liney directed, infusing her frames with a slight blur reminiscent of vintage videos. Old-fashioned cell phones also appear, along with white tops and light jeans for an authentic boy band look. Easter eggs from Netflix shows include Webb’s stetson (yee-haw!) and gold wine glasses from Love Is Blind.
“We taught the actors a choreographed dance in 10 minutes,” recalls Lemaux. “It was a lot to ask, but they all crushed it. Finding the moves in-house was a blast. Imagine a bunch of creative people who can’t dance trying to create moves for sexy people.”
See it in my mind. Oh my.
Full lyrics below, boo:
Hey y’all little biscotti hottie
We know that dating can be a real drag
But luckily, Netflix gives us countless ways to explore love.
Too Hot to Handle returns
Singles deprived of sex resembling snacks
Dated and bound, that ain’t how it sound
But could you fall in love with your hanging out family?
Get married or move on, it’s time to decide
If the grass is greener on the other side
It’s called The Ultimatum and it’s been 2 seasons
One of them is queer with mostly women
Open your heart
And be the real you
You don’t have to sweep
‘Cause baby our love is true
Love has no off season
Hoping Sima can match you
When Indian Matchmaking returns
And if she can’t catch us, this hold
Maybe Jewish Twinning Will Tie You In
And Season 3 of Love is Blind
and 4 and 5
We’ll all see a new love for the first time
If love is lost, take a second chance
In a new show, the stars get another try to find their match
Open your heart
And be the real you
You don’t have to sweep
‘Cause baby our love is true
Love has no off season
We’ve got year-round Netflix love to explore
Like love on the spectrum, authentic to the core
Or after the altar will blind love last?
I will add you to my list if you add me to yours. Hey boo.
So open your heart
And be the real you
You don’t have to sweep
‘Cause baby our love is true
We have hours of fun on Netflix
Baby we’ll never leave
Love has no off season
CREDITS
NETFLIX
Giselle Anzalone, Director, Creative Marketing
Ashley Ragan, Head, Global Creative Marketing
Kimberly Kaplan, Head, Global Creative Marketing
Andrea Araujo, Campaign Operations Manager
CHEMISTRY
Tim Smith, President
Chris Breen, Creative Director
Will Benham, Vice President, Executive Creative Director
Mike Groenewald, Executive Creative Director
Lizzy Powers, Senior Artistic Director
Dan Lemaux, Associate Creative Director – Copy
Ben Stansbury, Senior Producer
Courtney Saul, Vice President, Group Account Manager
Alexa McGriff, Associate Director, Brand Strategy
Payton Russell, Account Supervisor
Lauren Interrante, project manager
PRODUCTION PARTNERS
Jeff Molyneaux, Executive Producer, Riverside Entertainment
Elizabeth Heller, Production Manager, Riverside Entertainment
Krista Liney, Director, Riverside Entertainment
Andrea Bernick, Producer, Riverside Entertainment
Andy DeVries, Motion Editor, Bruton Stroube Studios
Sunshine Clay, Head of Post-Production, Bruton Stroube Studios
Misha Mazor, Freelance Writer/Finisher