Hollywood’s stupidest franchise is one marketers should take seriously
Deadpool fanboy and R/GA Sydney creative director Tim Wood argues the case for why the R-rated superhero franchise is one of the most important marketing case studies ever to grace our screens.
“Do you like Deadpool?” The question typically elicits a passionate “fuck yeah” or vitriolic “fuck no” response. He’s polarising to say the least. I’m going to declare my hand early. I’m a fan. Partly because I think he brings a sense of fun and irreverence to superhero movies that many franchises sorely lack. But mostly because of the way Deadpool sells Deadpool.
Dismiss the character if you must, but pay attention to the marketing, because Deadpool is a masterclass in story driven, content and social media advertising. But hang on, how hard can it be to sell Deadpool when he’s played by a wisecracking Ryan Reynolds?
Couldn’t agree more Tim, I am also an avid Deadpooler!
I particularly applauded the brand guidelines reference.
Brands are often hamstrung into taking no action at all, by badly conceived guidelines.
Surely it’s more about what a brand can do and less about what it can’t do? Well said and well done mate. Wx
And believe it or not there is an Australian behind it! Jon Anderson at 20th Century Fox in LA
Great read, and good to see some creative “risks” paying off in a fairly mainstream and predictable category. I’m not sure how much they are spending but I have seen it everywhere! Kudos to both the creative and media agency.