The Rain is coming, but not the kind normally expected in Copenhagen – The Post

The Rain is coming, but not the kind normally expected in Copenhagen

Scandi Noir gets a makeover for the young adults, and an eye-catching ad campaign while they’re at it

You would have thought they’d be used to the rain
May 3rd, 2018 2:27 pm| by Tess Westbrook
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Rain is predicted on May 4. No, this isn’t the weather section or the horoscope, but news of the new Netflix show ‘The Rain’, a fitting title for a show set in a country where precipitation is guaranteed.

Tomorrow’s highly-anticipated Danish debut has been using a sophisticated ad campaign to remind people that, yes, ‘The Rain’ is coming and this time it will do a lot more than ruin your daily commute.

A series of campaigns
Copenhagen locals would have been hard-pressed to miss the campaign over the last month informing them about the young adult tale about a post-apocalyptic Denmark plagued by deadly rain.

Huge screens have been blasting the TV trailer out at locations such as Rådhuspladsen and Nørreport Station, and thousands of flyers with post-apocalyptic messages in Danish have been pasted across town.

The campaign follows the success of those used to promote other Netflix releases. Nørreport Station was transformed into a dystopian subway station to promote ‘Altered Carbon’, while Rådhuspladsen played the trailer of the Natalie Portman movie ‘Annihilation’ in a loop.

A bit like ‘The Walking Dead’
But is it any good? Well, the New York Times might need more convincing, describing the young adult series as “not gripping – as either an adventure or an intellectual exercise”.

But its overall verdict is “entertaining’ – a view shared by the Guardian, which warns: “Don’t expect the deep introspection of dystopian telly such as ‘The Handmaid’s Tale’. Do expect near misses and gore like that seen in ‘The Walking Dead’.”