The archive · Advertising · Marketing decision · 2025
Netflix Indonesia's 'Reza Lagi' self-roast ad — Citra Pariwara Advertiser of the Year
Netflix turns the joke that every Indonesian film stars Reza Rahadian into an ad starring Reza — the roast wins Advertiser of the Year.
Netflix · Good People Network
What it had to solve
Indonesian filmgoers kept joking that local cinema equals Reza Rahadian — he seemed to appear in every new release, and the meme became a genre of its own. Netflix Indonesia wanted people to discover its Indonesian catalogue, including the many titles without Reza, and chose to lean into the joke rather than answer it.
How it works
In May 2025, Netflix Indonesia released an ad built on the country's favorite film meme: that Indonesian cinema equals Reza Rahadian. Instead of denying it, the campaign starred Reza himself, playing a man who keeps hearing 'Reza again, Reza again' wherever he goes.
The twist came at the end: the ad revealed a Netflix playlist titled 'The one without Reza Rahadian' — a curated row of Indonesian films the star is not in, from 'Miracle in Cell No. 7' to 'Santet Segoro Pitu.' The brand used the audience's own joke as the pitch for its catalogue.
Self-deprecating humor is rare among local celebrities, and Reza joining the roast made the campaign stand out. It went viral on social media, was named one of Campaign Indonesia readers' favorite ads of 2025, and became one of the most awarded pieces at Citra Pariwara that December.
At Citra Pariwara 38, the campaign's agency, Good People Network, credited 'Reza Lagi' with helping Netflix Indonesia win Advertiser of the Year for the second consecutive year — proof that a meme, answered honestly by the brand and its star, can outperform conventional film promotion.
Why it lands
- It used the audience's own joke as the strategy instead of fighting it.
- Having the star roast himself made the brand look confident, not defensive.
- The playlist gave the ad a functional payoff — a row of films to watch immediately.
- The humor was culturally native, so audiences shared it as their own content.
What it did
The ad went viral on social media and became one of the most awarded pieces at Citra Pariwara 2025. It helped Netflix Indonesia take Advertiser of the Year for the second year running, and Campaign Indonesia readers ranked it among the year's favorite ads for 2025.
What you can take
Answer your own running joke instead of running from it, especially if the target joins in: self-deprecation turns a weakness into confidence, and a star roasting himself doubles shareability.
Since then
The campaign is credited with lifting Good People Network's creative reputation across entertainment, finance and FMCG; its executive creative director said the year was 'about trusting culture and trusting people.' Netflix Indonesia repeated as Advertiser of the Year at Citra Pariwara 38 in December 2025, and 'Reza Lagi' was cited as one of the most awarded works of that festival season.
Sources
- Reaksi Iklan: Reza lagi, Reza lagi
- Dentsu Dominates Citra Pariwara 38; Netflix Wins Advertiser of the Year
- Swastika Rahmadani elevated to Executive Creative Director at GOOD People Network
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