EXCLUSIVE: The Jill Soloway-created series from Amazon Studio plans to get up close and intimate in its first Emmy campaign. Starting this week, I’ve learned, expect to see single-stall bathrooms in restaurants around Los Angeles to go from being gender specific to gender neutral for Transparent. With the hashtag #BeTransparent, a sticker (see above) will be placed on the doors of the facilities as a part of the streaming service’s campaign emphasizing the celebration of one’s authentic self, as Jeffrey Tambor’s Maura does in the series.
Along with the bathroom stickers, Amazon will also take a more traditional billboard approach in its outreach to TV Academy voters. Starting today around Emmy voter high-traffic and high-profile intersections such as Sunset and Vine, Sunset and Doheny and Santa Monica Blvd and Highland, a series of Transparent billboards will start going up. The intention is to highlight the family and emotional aspects of the Tambor-led ensemble series. A total of four different types of Transparent FYC billboards are expected to go up around the City of Angels over the next week or so as Emmy campaigning heats up.
HBO has had billboards with press praise of their Emmy contenders up for weeks, and AMC started its Better Call Saul campaign the week of May 21, among others.
Critically acclaimed since its full-season debut September 26, Transparent has already made some TV history as well as raised awareness of the transgender community. Tambor, as the retired academic father of three perpetually self-involved adult children who late in life embraces his true transgender identity, took home the Best Actor Golden Globe and the show won Best TV Series – Comedy Or Musical — the first time a streaming service series has won that prize. The show also has picked up DGA and GLADD awards too and already has been renewed for Season 2.
Last night, Tambor won Best Actor in a Comedy Series at the Critics’ Choice Television Awards. Bradley Whitford also picked up a Best Guest Performer in a Comedy Series win too.