Dead-cool

Idea

Upcoming R-rated superhero flick Deadpool has released a series of posters that aim to trick unwitting punters into thinking it’s a rom-com. The saccharine images show the titular character gazing into his lover’s eyes with the tagline “True Love Never Dies” and its Valentine’s Day release date prominently displayed. However, it couldn’t be further from your standard date-movie fare, as the trailers reveal it’s actually a comedy-action movie promising violence of Tarantino proportions

What We Like

The iconic character is known for his cheeky nature and breaking the fourth wall. IW loves seeing that carry through into the marketing of the film

Learnings

Think about how your promotional content can subvert expectations – marketing surprises are an easy way of getting noticed