framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Netflix “House of Cards – FU 2016” 2016

Netflix “House of Cards – FU 2016” (2016) is a Netflix commercial directed by Wally Pfister for BBH, produced by Reset Content. It won 4 awards, including Cannes Lions 2016 Film Gold, One Show 2016 Gold Pencil — Branded Entertainment and ANDY Awards 2016 Gold — Entertainment.

Frank Underwood delivers a presidential campaign speech, interspersed with violent and manipulative scenes from House of Cards, promising to put America first while revealing his ruthless nature.

Video: Netflix on YouTube

Shot by shot

  1. A male politician in a suit sits at a large wooden desk in an office, looking directly at the camera with a serious expression.© Netflix0:00
  2. A woman in a black nightgown lies on a bed, looking up with her mouth open, with a phone next to her.© Netflix0:10
  3. A man's hand carefully places a razor blade onto a white surface, possibly a toilet or sink, in a dimly lit bathroom.© Netflix0:13
  4. Two men in suits shake hands in a formal office with large windows and flags, suggesting a political setting.© Netflix0:17
  5. A man in a suit sits behind a large desk, looking directly at the camera in a formal office setting.© Netflix0:22
  6. A man in a suit sits behind a large desk, looking directly at the camera, with flags and framed photos in the background.© Netflix0:26
  7. A man in a suit sits at a large desk, looking directly at the camera, in an office setting.© Netflix0:35
  8. A man in a suit sits at a desk, looking directly at the camera in an office.© Netflix0:38
  9. A woman with wet hair and a serious expression is seen from the chest up, submerged in a bathtub, then she slowly sinks underwater.© Netflix0:42
  10. A middle-aged man in a suit and tie looks directly at the camera in a formal room with paintings on the wall.© Netflix0:46
  11. A man in a suit stands behind a desk, looking directly at the camera with a serious expression, flanked by American flags in an office.© Netflix0:48
  12. A man in a suit and red tie sits at a desk, looking directly at the camera and speaking in a serious tone in an office.© Netflix0:51

Stills © Netflix. Made by BBH, Reset Content and Wally Pfister.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Frank Underwood's campaign speech juxtaposed with his dark actions from the show.

Tagline: “FU2016.COM NEW SEASON MARCH 4”

political campaign adfourth wall breakdark humorjuxtaposition of words and actionscharismatic villain

The cut

Length
60 s
Shots
40
Average shot
1.5 s

What creatives use Netflix “House of Cards – FU 2016” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Netflix “House of Cards – FU 2016”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A male politician in a suit sits at a large wooden desk in an office, looking directly at the camera with a serious expression.© NetflixA woman in a black nightgown lies on a bed, looking up with her mouth open, with a phone next to her.© NetflixA man's hand carefully places a razor blade onto a white surface, possibly a toilet or sink, in a dimly lit bathroom.© NetflixTwo men in suits shake hands in a formal office with large windows and flags, suggesting a political setting.© Netflix
    Frames from Netflix “House of Cards – FU 2016”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Netflix “House of Cards – FU 2016” in order, with its length, framing and what happens in it.

    A male politician in a suit sits at a large wooden desk in an office, looking directly at the camera with a serious expression.© NetflixA woman in a black nightgown lies on a bed, looking up with her mouth open, with a phone next to her.© NetflixA man's hand carefully places a razor blade onto a white surface, possibly a toilet or sink, in a dimly lit bathroom.© NetflixTwo men in suits shake hands in a formal office with large windows and flags, suggesting a political setting.© NetflixA man in a suit sits behind a large desk, looking directly at the camera in a formal office setting.© NetflixA man in a suit sits behind a large desk, looking directly at the camera, with flags and framed photos in the background.© Netflix
    Length: 60 s · Shots: 40 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a fourth wall break

    Before you present an idea, you need to know who has done it, and how.

    Netflix “House of Cards – FU 2016” is built on a fourth wall break. Search the library by idea to see every spot that uses it.

    Old Spice “The Man Your Man Could Smell Like”© Old SpicePlayStation “U R NOT red E”© PlayStationViacom Wildness and Kraft Heinz Devour “Deadpool: Dream Up in Aisle Three”© Viacom Wildness and Kraft Heinz DevourCanal Digital “The man who lived in a film”© Canal Digital
    Old Spice · PlayStation · Viacom Wildness and Kraft Heinz Devour · Canal Digital

More commercials by Wally Pfister

  • Blue Cross Blue Shield "Express" (2018) commercial still© Blue Cross Blue ShieldBlue Cross Blue Shield “Express” 2018Dir. Wally Pfister · HY ConnectAICP Awards Winner 2018
  • MontanaMeth.org "Kevin" (2011) commercial still© MontanaMeth.orgMontanaMeth.org “Kevin” 2011Dir. Wally PfisterAICP Awards Winner 2011
  • Nike "The Ball Makes Us More" (2018) commercial still© NikeNike “The Ball Makes Us More” 2018Dir. Wally Pfister · Wieden+KennedyKinsale Sharks Bronze 2018
  • 7up "Regular Bottle Drink" (2025) commercial still© 7up7up “Regular Bottle Drink” 2025Dir. Wally Pfister
  • Emirates "Fly Better Sports" (2024) commercial still© EmiratesEmirates “Fly Better Sports” 2024Dir. Wally Pfister · Heads Up Production
  • AIA "Insurance" (2019) commercial still© AIAAIA “Insurance” 2019Dir. Wally Pfister · BBDO ASIA

More from BBH

Award-winning media & entertainment commercials

Questions

Who directed the Netflix “House of Cards – FU 2016” commercial?

Wally Pfister directed it, produced by Reset Content, for the agency BBH.

Which agency made Netflix “House of Cards – FU 2016”?

BBH created it for Netflix (2016).

What awards did Netflix “House of Cards – FU 2016” win?

4 awards, including Cannes Lions 2016 Film Gold, Cannes Lions 2016 Film Gold (Use of TV/Cinema Film), One Show 2016 Gold Pencil — Branded Entertainment and ANDY Awards 2016 Gold — Entertainment.

What is the tagline of Netflix “House of Cards – FU 2016”?

“FU2016.COM NEW SEASON MARCH 4”

Sources for the credits and awards

The WorkThe Workoneclub.orgAdForum