Humans - Marketing Campaign

AMC released the first season of 'Humans' in 2015 on Channel 4 and once season 2 was released an unusual marketing scheme was produced. The aim of the promotion was to produce what seamed to be real-life banners, and trucks from the show.

This interactive campaign works due to the use of simulacra in the show. The show is set what looks like our world however with a minor change. In the narrative we learn that synthetic humans have been developed an are now integrated into society to do the unwanted jobs and chores. We learn that there is a disturbance however (a disruption in the equilibrium - Todorv) as some synths are conscious and are being hunted down and taken.

The truck shown in the top right is supposedly for people to bring their 'faulty' synth back. Furthermore a very realistic mock website is present to supposedly advertise synths and give a run down of what they do and what to do if they are 'faulty'. This is to distort the line between fiction and reality to create the hyper-reality that is present in 'Humans'.

The use of this unusual marketing campaign creates a vast reach across a number of different platforms. The audience may enjoy the mystery of some of these features such as the ability to buy their own synthetic human, more dedicated fans of the show may enjoy the unique interactivity with this marketing.

Postmodernism in 'Humans'

'Humans' is set in the present day and to establish this and a self-reflexive setting the produces use intertextuality and pastiche. For example:

-The character Elster is a reference to Alfred Hitchcock's "Vertigo" where Gavin Elster creates the 'perfect' woman.

-Odi is a reference to Tim Berenes-Lee's Open Data Institute

-The character of Nishka is very reminiscent of Pris from "Blade Runner" -the basic pleasure model.

-The whole show is a remake of the Swedish programme 'Real Humans'

-The Hawkins' family name may be a reference to physicist Stephen Hawking.

-Anita mentions Isaac Asimov's three laws of robotics (Asimov blocks) when she 'accidentally' hurts Laura

-Sophia the robot can be seen in the opening sequence amongst other real-life robot.

The use of this intertextuality and pastiche creates a self-reflective setting for the text. However this isn't completely self reflective as technology is far more developed in this world, the synthetic people are shown to have been completely integrated into society doing the more working-class jobs that people wouldn't usually want to do. This creates Simulacra in the text as the world is only partly similar due to the advanced technology in this world.