Weird Flex: Amazon’s Latest Marketing for ‘The Boys’ S2 is Divisive

I thoroughly enjoyed season one of Amazon Prime’s ‘The Boys’. Season 2 is set to launch on September 4th, and I’m planning to tune in, but their latest marketing stunt doesn’t really impress me and has a potential to really turn off some viewers. In a tweet shared yesterday, the entire cast of the hit show scold viewers for not wearing masks to protect themselves and their communities from COVID-19.



People who aren’t wearing a mask now are not going to start simply because some celebrities told them to. Europe’s top health officials are saying masks aren’t helpful in beating COVID-19. In fact, some are even suggesting they just make things worse. Even if you don’t subscribe to those doctor’s viewpoints, many people are already finding the topic to be controversial, with social media platforms censoring stories about everything related to the coronavirus, from hydroxychloriquine to the effectiveness of masks. Why would a superhero franchise want to weigh in on such a controversial and divisive topic? It certainly isn’t going to make more people watch, is it? Seems like a no-brainer to stay away from politically divisive subjects in entertainment media, no matter how #woke they are. 




The Boys, based on Garth Ennis’ comic book series of the same name, was the perfect antidote for “superhero movie fatigue”. Instead of being heroes, the Supes in this series are more corporate tools and corrupted by fame and power. In a world where the good guys aren’t actually very good and the authorities are pretty much helpless to do much about it, it’s up to a vigilante group known as the Boys to take them out – often in the goriest and most darkly comedic fashion. So barking at viewers to wear protective masks seems really ‘off-brand’ for such a darkly humorous universe drenched in blood and violence


Season 2 finds The Boys on the run from the law, hunted by the Supes, and desperately trying to regroup and fight back against Vought. In hiding, Hughie (Jack Quaid), Mother’s Milk (Laz Alonso), Frenchie (Tomer Capon) and Kimiko (Karen Fukuhara) try to adjust to a new normal, with Butcher (Karl Urban) nowhere to be found. Meanwhile, Starlight (Erin Moriarty) must navigate her place in The Seven as Homelander (Antony Starr) sets his sights on taking complete control. His power is threatened with the addition of Stormfront (Aya Cash), a social media-savvy new Supe, who has an agenda of her own. On top of that, the Supervillain threat takes center stage and makes waves as Vought seeks to capitalize on the nation’s paranoia.

Should we expect a Black Lives Matter or Antifa marketing push before Labor Day?  The second season of The Boys premieres on Sept. 4.



The Boys Season 2 - Official Trailer | Amazon Prime Video

Avatar photo

Chris Braly

I'm one opinionated, based geek. I try to steer this tiny ship and can often be heard monthly on the Comic Book Page Previews Spotlight podcast with several fellow "comic book nerds." Follow me on Twitter @ChrisBraly. My preferred adjectives are brilliant/beautiful.