The Most Absurd Deadpool Marketing, From Tinder to Obscene Emoji
If the Deadpool marketing campaign hasn’t crossed at least one of your screens by now, you are a statistical outlier.
As we careen toward the movie’s February 12 release, the team behind our favorite fourth-wall-breaking Marvel hero has waged a relentless marketing siege of every platform you would think of—and some you didn’t. Billboards bearing poop emoji. Ryan Reynolds massaging Conan O’Brien with panda tears. An email newsletter. It’s either a brilliant way to build hype for Deadpool‘s irreverent tone, or the world’s greatest tax write-off. Even if you weren’t a Deadpool fan before, aren’t you intrigued now?
That said, the marketing campaign has officially gotten absurd with the creation of Deadpool Tinder profile. We have reached saturation. If you want to make an informed choice about whether to swipe right or swipe left, though, keep reading: We’ve collected the majority of Deadpool‘s off-the-wall publicity efforts.
Old School Rules
Deadpool has done its part to revitalize age-old advertising platforms, like billboards.
This idiotic/brilliant billboard is why I’m all in on the DEADPOOL movie. I’m an easy lay. pic.twitter.com/jSRorPvaCp
— Patton Oswalt (@pattonoswalt) January 13, 2016
Or this email newsletter sent out to Deadpool Core’s email list as part of the ‘Twelve Days of Deadpool.’
— Ryan Reynolds (@VancityReynolds) December 20, 2015
Or this page of the movie’s script, annotated by Deadpool himself.
The Deadpool team has brought impressive levels of sass from day one.
Keep in mind that this is the first time you even saw the guy. But while it assuaged fan fears that Deadpool’s costume wouldn’t live up to expectations, the send-up of Burt Reynolds’ famous nude spread in Cosmopolitan was only a first step toward some much less SFW promotional material.
Teasers, Trailers, and TV Spots
It obviously wasn’t all just PG-13 posters that got attention. Lest you think that Deadpool was only blasting us with stills and GIFs, here’s some highlights of their video work.
In case you don’t feel trolled enough by that last one, try to make sense of Ryan Reynolds as Deadpool as Conan’s mouthy masseur.
What, you thought we were done? We haven’t even gotten to the custom emoji yet!
If Deadpool trying to make himself into a cat isn’t peak Internet, then we don’t know what is. Then consider this carefully curated “beef” between Hugh Jackman and Ryan Reynolds (or rather, between Wolverine and Deadpool).
Presenting … ME by HIM. @vancityreynolds #SMA A video posted by Hugh Jackman (@thehughjackman) on
“Oh @vancityreynolds you’re so damn pretty in your shiny red suit – cue the special effects BARF!!” W @deadpoolmovie A photo posted by Hugh Jackman (@thehughjackman) on
And then they moved over to Facebook, and made fake clickbait gags like 43 Secrets the Internet Will Never Tell You About Kittens. Are you overwhelmed yet? Hope not; the most markety marketing this marketing-ass movie ever marketed is yet to come.
Ryan Reynolds Himself
The best weapon in the Deadpool marketing team’s arsenal has been, without question, Ryan Reynolds himself. Where does Ryan end and Deadpool begin? Does Ryan know? Does anyone? Reynolds has been a one-man army of promotional material, and shows no sign of slowing down. In addition to (presumably) being the face of everything we’ve showed you so far, he’s been at things like Deadpool “beauty pageants.”
Also, as far as we can tell, he’s been tweeting in character for years.
He’s even helpful enough to answer fans’ questions about Deadpool’s costume.
Might the marketing team have overindulged at times? Perhaps.
But as crazy and unrelenting as it all is, isn’t this exactly what we want from Deadpool? If it was Thor doing all this, we’d just pack it all in and move to Antarctica, but when you’re trying to sell a hard-R movie about a relatively little-known hero—and especially when you’re not bound by Marvel Cinematic Universe rules (Deadpool is a 20th Century Fox movie)—carpet-bombing would-be moviegoers with a neverending siege of filthy humor might just be your best bet. Go get ’em, Wade.
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