Hulu Original drama series “The Handmaid’s Tale” is the story of life in the dystopia of Gilead, a totalitarian society in what was formerly the United States. June (Elisabeth Moss), one of the few fertile women known as Handmaids in the oppressive Republic of Gilead, struggles to survive as a reproductive surrogate for a powerful Commander and his resentful wife.
Based on the bestselling book by Margaret Atwood, Hulu’s “The Handmaid’s Tale” has consistently been revered for its acting performances, writing, and production design, having won two Golden Globes, 15 Emmys, and numerous nominations throughout the series’ run.
With the sixth and final season of “The Handmaid’s Tale" approaching, Hulu looked to entice viewers for the conclusion of the tale as June’s unyielding spirit and determination pull her back into the fight to take down Gilead. Hulu created a powerful motion poster for audiences on social media to capture the intensity brewing in the final season.
The promotion spotlights the Handmaid’s uniform — a long, modest red dress and cloak worn with a white bonnet. It has become an iconic visual element of the series, immediately recognizable even by those who have never watched the show. This outfit, typically a symbol of oppression and loss of individuality, takes on a new meaning in the context of the final season. Once used to restrict and control the Handmaids, it’s now a uniform for those fighting against Gilead, embodying courage, resistance, and a reclaiming of power.
The video catches the eye of viewers with the striking contrast between the red of the dresses and their white bonnets, and the deep shadows cast by them. The visuals draw the attention of viewers while voice-over by series star Elisabeth Moss provides an emotional narration. The simple yet striking text that crawls across the floor and rises from the shadows effectively punctuates the tone and messaging, while indicating the series title and inviting audiences to stream with immediacy.
With the season being the series’ last, viewers are encouraged to catch up on missed and new episodes, while new viewers are presented the opportunity to dive in for the first time, given a vibrant and iconic teaser to whet their palette.
Hulu's campaign to drive viewership for Season 6 of "The Handmaid's Tale" was a strong success. The series finale gathered 4.4 million views in the U.S. in its first seven days. The series remained in the Top 10 on Hulu's top 15 Today list every day for months following its premiere on April 8. It also secured the No. 1 spot on the chart every Wednesday following the release of new episodes.
On Rotten Tomatoes, the final season received a definitively "Fresh" rating of 87%. The series has generated nearly $300 million in global streaming revenue since Season 1's premiere.
