Los Angeles has become famous, or perhaps infamous, for its ubiquitous billboards advertising personal injury attorneys, whose numbers have only increased since the pandemic. So it's not too surprising that Netflix, to promote its buzzy new action comedy “Hit Man,” decided to take this city staple and reimagine it with a deadly twist.
In the action romantic comedy, directed by Richard Linklater, Glen Powell plays a mild-mannered teacher who works for the police posing as an undercover hitman and ends up falling in love with a woman (Adria Arjona) who enlists his services. To capture the fun and slightly dangerous spirit of the film, which begins streaming Friday, Netflix's marketing team put together a series of billboards featuring Powell's character in several of his different assassin personas with taglines that play familiar legal ads like Call Jacob, Sweet James, and Accidents, albeit with more sinister messages: “Keep your hands clean: call Dean,” “Ron the hitman: I'd kill for your business,” “Accidents: I make happen.”
Each sign includes a phone number (717-4-HITMAN) that, when called, plays a message from Powell: “I hate to break it to you, but I'm not really a hitman. But just because he's not really a hitman doesn't mean I can't play him.” Callers are then invited to leave a message; According to Netflix, more than 3,300 people have dialed the number, and about 500 of them have left voicemails. (It's unclear how many of those are sincere requests for the services of a hitman, but that number is expected to be zero.)
The billboards and bus stop ads, which have popped up across the city in recent days, will remain on display for at least another week. (Similar ads have also appeared in New York.) If one catches your eye, try not to rear-end the car in front of you; although if you do, Los Angeles has many lawyers ready to answer your call.
A billboard advertising the Netflix movie “Hit Man” seen from a gas station near Santa Monica Boulevard and Colby Avenue.
(Michael Blackshire/Los Angeles Times)
CallJacob.com, a billboard advertising a real business.
(Michael Blackshire/Los Angeles Times)
A poster for the Netflix movie “Hit Man” lit up at night on Robertson Boulevard.
(Michael Blackshire/Los Angeles Times)
A sign for the real business Larry H. Parker Accident Attorneys, in South Los Angeles.
(Michael Blackshire/Los Angeles Times)
Another billboard promoting the Netflix movie “Hitman,” on San Vicente Boulevard and Olympic Boulevard.
(Michael Blackshire/Los Angeles Times)
An advertisement on the back of a Metro bus for the Netflix movie “Hit Man.”
(Michael Blackshire/Los Angeles Times)
A bank ad for the real business Lemon Law lawyer.
(Michael Blackshire/Los Angeles Times)
