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Giant black and white billboards have popped up over New York and Los Angeles this week, emblazoned with one sentence: "Netflix is a joke."

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The whole thing appears to be a Netflix-led marketing campaign to promote a string of new comedies coming to the platform, as noted by The Hollywood Reporter, citing confirmation from anonymous sources.

It makes sense, seeing as Netflix has become the go-to streaming platform for stand-up comedy, with the likes of Dave Chapelle, Jerry Seinfeld, Amy Schumer and Louis C.K. securing Netflix specials this year. Chris Rock's specials saw Netflix reportedly outbid HBO by dishing out a casual $40 million. 

Variety also points out that Netflix launched a new Instagram account, with posts promoting Seinfeld's special Jerry Before Seinfeld, Sept. 19 launching.

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Honestly, it seems like a self-aware marketing campaign gone awkward, especially when Netflix's reaction was to retweet 'mysteriously' with question marks:

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Expect plenty more billboards where these came from as the campaign rolls out. You can't really vandalize them, hey?

Mashable has reached out to Netflix for comment.