Netflix thinks Netflix is a joke, apparently

If you can't laugh at yourself, maybe everyone else... can?

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.