South Africa, Aug. 6 -- If you've spotted the surge of outdoor media teasing the return of Wednesday - Netflix's hit spin-off of the legendary Addams Family franchise - you're not alone.

Retroviral's CCO, Mike Sharman, explains that Netflix has been very active in the out-of-home (OOH) space.

The show Wednesday has several OOH sites dedicated to it in Johannesburg and Cape Town, and that was the spark for a tactical moment.

"So many people are talking about the show based on Netflix's OOH and digital spend.

"Currently, Wednesday the show is on most of the entertainment news sites and people are talking about the show. So, it is part of the cultural zeitgeist."

A cheeky opportunity

"The show - and its massive marketing push - present...