Netflix has engaged Singaporean comedian Kumar to promote the second season launch of its original series The Crown.
Set in 1957, the video shows Kumar visiting Queen Elizabeth II, portrayed by English actress Claire Foy, at Buckingham Palace. He attempts to cheer the Queen up after rumours of her husband's infidelity surfaced. Kumar addresses the Queen by her nickname "Lilibet" and declared he will transform the Queen to look more "atas" (which means "upper class" in Malay). Kumar added that his vision for transforming the Queen will make her husband, Prince Philip, go "gila" (which means "crazy in Malay).
The Queen's hairstylist, Vidal, proceeds to cut the Queen's hair and curls her hair into the iconic hairstyle. While the Queen is getting her hair done, Kumar livens up the mood and adds a Singaporean touch to the video by making comments in Singlish such as "This house is bigger than [the] Istana!" and "Queen, [Princess] Margaret is at Zouk!"
The video has garnered over 472k views, 6.8k reactions, 3,409 shares and 980 comments. Reactions from netizens were mainly positive, with many reacting favourably to Kumar, and that they found the promotional trailer humorous. A netizen even wrote that he will sign up for Netflix because of their engaging marketing. Watch the video here.
In a statement to Marketing, Netflix's spokesperson said it is delighted to work with Kumar, who is a well-loved comedian in Singapore and has a unique brand of humour. As such he is the perfect fit for the concept Netflix had for the video.
"As Netflix continues to grow internationally, we are delighted to engage in ways that connected with our fans locally," the spokesperson added.
This is not the first time Netflix has engaged local comedians to promote its original series. In June this year, the company collaborated with local comedienne and actress Michelle Chong for a two-part video series. In the videos, Chong plays a local “Ah Lian” character – reminiscent of a female gangster, who is an inmate of Litchfield Penitentiary. It also sees her interacting with a popular character called “Crazy Eyes”, also known as Suzanne Warren, played by Uzo Aduba.
Netflix also commissioned local artist Yip Yew Chong to paint a wall mural inspired by the series, located along Ann Siang Hill. This was in a bid to promote its latest season of “Orange is the New Black” (OITNB).