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Frucor drafts X-Men star Evan Peters for latest ad in ‘massive hit’ campaign for V

Frucor worked with 20th Century Fox on its latest ad starring Quicksilver

Frucor teamed with 20th Century Fox to use X-Men character Quicksilver in new ad

After aligning its brand with the block-busting X-Men franchise across the two most recent movies, Frucor brand V has gone the extra step, drafting in one of the stars of the film to front its latest campaign.

In a deal struck with 20th Century Fox and the studio’s latest film, X-Men: Apocalypse, the character of Quicksilver, played by Evan Peters, stars in the ad that continues with the brand’s line of ‘The massive hit that improves you a bit’.

The ad features Quicksilver discovering he is being replaced with a V-drinking twin, who then proceeds to show how he is just that little bit faster.

V Energy marketing manager Craig Harkness said the previous promotions had been a hit with consumers but the brand needed to take things to a new level.

Work began to get one of the film’s characters into a one-off ad two years ago when Harkness learned the latest film was going into production.

He said it had been important that the structure of the local advertising was not dictated by the movie’s makers.

“From the very beginning we specified with Fox that we felt it would only work with our structure and, luckily, the guys agreed.”

He said the brand would run hard with the ad while the film was in cinemas and the campaign will be supported with bespoke app Mutate, which lets users use SnapChat filters to ‘mutate’ themselves.

“Clearly it’s got a shelf life in cinemas, going on for the next month, but we won’t just let it die away.

Previous ads in the series featured Fantastic Man, with all work created by Clemenger BBDO.

Simon Canning

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