A large, risque billboard for Netflix’s Grace and Frankie is literally stopping traffic as drivers slow down to stare at an image of Jane Fonda and Lily Tomlin’s characters holding purple vibrators. The fitting tagline reads: “Good Vibes.”
The comedy features the two friends, Grace and Frankie, whose husbands leave them for each other.
The billboard hangs above Vine Street, just south of Santa Monica Boulevard in Los Angeles, and ties into the show’s season three storyline in which Grace and Frankie launch a business together for female sex toys including, of course, vibrators.
Grace and Frankie recently returned on March 24.
This is not the first time networks have turned to to the ‘sex sells’ mantra to stand out in a sea of scripted series, according to the Hollywood Reporter.
CBS recently used the double entendre “He’ll get you off” on billboards and social media to promote its fall drama Bull, based on the early career of Dr. Phil McGraw’s trial consulting services.
Other examples of marketing stunts with a bit too much edge include Amazon having to pull ads featuring Nazi imagery for Man in the High Castle, and FX yanking billboards showing a disturbing eyeball work for The Strain.