Kimmy Schmidt Is Blissfully Ignorant of Internet Acronyms in Netflix’s Season 2 Ads

She really hopes you'll STFU

Headshot of David Griner

Get ready to have some uncomfortable conversations with your parents when they ask you to explain these new ads for Unbreakable Kimmy Schmidt.

Appearing across popular websites and in a variety of outdoor locations like bus shelters, billboards and subways, the campaign from Netflix and Burbank-based agency Midnight Oil promotes the debut of all episodes of Season 2 on Friday.

As you can see below, each ad plays with a popular and mildly edgy online acronym, like the ol' chestnut MILF and a few lesser-known and unchivalrous quips like SOMF ("sit on my face").

"We're fans of the first season, so we had a blast remembering all of its jokes, storylines and hilarious moments while developing the new creative with the Netflix Originals team," said Michelle Azzopardi, vp of creative at Midnight Oil. "It was important for us to maintain Kimmy's voice and honor her spirit throughout this campaign, reminding core fans why they loved Kimmy while also appealing to a whole new audience."

Check out the ads below:

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."