Observed Signal · Jul 3, 2026 · Campaign Launch · Source: Horizont · Impact: 1/5 · Sentiment: Positive
Advertising Campaign Market: Will Ferrell Stars in Skims Campaign Teasing Netflix Series
Actor and comedian Will Ferrell appears in a new advertising campaign for Skims, the fashion brand founded by Kim Kardashian, wearing Skims underwear while portraying Lonnie "The Hawk" Hawkins — the lead character from his upcoming ten-episode Netflix comedy. The Netflix series of the same name is due to premiere worldwide on July 16, 2026. The campaign was produced in-house by Skims' marketing and creative team in close collaboration with Netflix (no external creative agency was involved) and was shot by British photographer-director Nadia Lee Cohen. The activation runs across Skims' social channels and the channels of Kim Kardashian and Netflix, and includes large-format digital out-of-home placements, notably on Times Square in New York. The creative continues Ferrell's recurring sports-parody persona and ties the brand directly into pop‑culture content marketing.
Brand advertising activation and content tie-in with a streaming premiere; relevant to marketing and media planning but not industry‑shifting.
Key Takeaways & Evidence Grounding
- Will Ferrell appears in a Skims advertising campaign wearing Skims underwear as the character Lonnie "The Hawk" Hawkins.
- The campaign promotes a ten-episode Netflix comedy series whose worldwide premiere is scheduled for 2026-07-16.
- The campaign was created in-house by Skims' marketing and creative team in close collaboration with Netflix; no external creative agency was involved.
- Visuals were shot by British photographer and director Nadia Lee Cohen.
- The activation runs across social channels (Skims, Kim Kardashian, Netflix) and digital out-of-home placements, including Times Square.
Connected Companies & Entities
3 Entities mappedNetflix
Streaming platform with subscription and advertising revenue.
“The campaign teases his new Netflix series and the ten-episode Netflix comedy premieres worldwide on July 16, 2026....”
SKIMS
Advertiser / Brand (Buys Ads)Direct-to-consumer shapewear, underwear and loungewear brand.
“For the new Skims campaign he advertises in underwear of the fashion brand by Kim Kardashian....”
PayPal
Digital payments network spanning wallet, merchant tools and commerce media.
“For PayPal he already lay in the bathtub and supposedly did his Christmas shopping on the side....”
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