Sex Education: The F***ing Car • Hitting the Road With a Head-Turning OOH Stunt

Streaming platform Netflix is well known for its range of high-quality, compelling content around the world. One of the platform’s popular series is Sex Education, a British teen comedy and drama series focused on the lives of several characters and their attitudes toward sexual intimacy. To celebrate the launch of the series’ fourth season, Netflix wanted to build buzz with their target audience in Argentina in a way that was authentic to the show’s message.

To grab the attention of students and prompt viral discussion online, we sought a simple yet powerful approach to out-of-home advertising. The season premiere coincided with Student’s Day in Argentina, meaning thousands of teens would congregate at the famous Bosques de Palermo for energetic outdoor celebrations. Because the park lacks traditional media formats for outdoor advertising, we knew we had to do something truly unique—and ultimately modified a branded car’s shock absorbers, causing it to bounce continuously and give the impression of sexual activity inside.

The concept behind the car grew from the insight that Argentine youths are not shy about public displays of affection. This cultural marketing strategy complemented the series’ message, which is to address taboos related to sexual intimacy with the goal to dismantle them. The car—initially a shocking sight to park visitors—was very direct in giving passersby the opportunity to talk about these taboos and ultimately normalize conversations around sex.

The Sex Education car was incredibly effective. The series topped Netflix Argentina’s rankings shortly after the new season’s release. Perhaps more significantly, the buzzworthy intervention prompted people in Argentina and around the world to openly discuss sex and dismantle taboos.