Spoiled 2025

Most year-end campaigns play it safe — a montage, a song, some warm lighting. We went the other way. Spoiled 2025 openly revealed the endings of more than 35 Netflix series, films and live events from 2025, dropped as a surprise during NFL Christmas Day games in front of tens of millions of viewers.

The insight: by the end of the year, the biggest plot twists aren't spoilers anymore — they're inside jokes. Shared between fans who watched, and bait for everyone who didn't. The campaign reframed spoilers as a cultural currency, clearing the slate for 2026 while making the internet lose its mind for a week.

What started as an organic asset for our US social channel ended up getting localized and customized for 19 markets worldwide. Guess spoilers are the universal language of rage bait. It was polarizing by design. Ad Age, DesignRush, Parade and media outlets across the world covered the backlash and the brilliance in equal measure. That was the point. What started as an organic asset for our US social channel ended up getting localized and customized for 19 markets worldwide. Turns out spoilers are the universal language of rage bait.