Arnold Schwarzenegger: Chief Action Officer - Nobody Hits Like Netflix

The "Arnold: Chief Action Officer" campaign is smart marketing that plays to both nostalgia and the cultural cachet of big action. It succeeds at exciting the audience and putting Netflix's action slate front and center.

But it is exactly that a hype machine. Whether it ages well depends entirely on whether the content matches the promise. If Netflix continues to produce large, well crafted action stories (with more than just spectacle), then the campaign builds goodwill. If it doesn't, it risks being remembered as a flashy promise without sufficient follow through.

If I were to give it a grade for what it is-promotional work I'd say it's an B: strong, fun, and well constructed. Just needs strong backing in the actual shows and movies to avoid over promising.