[UPDATE] - Video taken down at the request of FOX. Sorry folks!
Somebody needs to give the advertising team at 20th Century Fox a huge bonus this year. The team went above and beyond in their efforts to market Deadpool prior to its release in the spring. From emoji-ridden billboards to several very NSFW trailers, the advertisers made an impressive marketing campaign that has been nominated for a Clio Award for Best Integrated Campaign. So, of course, Deadpool is celebrating the honor how only he could.
The folks behind Deadpool reunited to create a short video detailing all the work they put into their viral campaign. Ryan Reynolds even returns to don his character’s red-and-black suit and spits out some blushing commentary about the film’s advertisements.
Of course, fans will remember Deadpool was first okayed by industry executives after a homegrown campaign from fans became too big to ignore. The rallying came after test footage of Deadpool was released, and the short teaser stunned longtime fans of the comic book mercenary. After the film was cleared, 20th Century Fox clearly wanted to capitalize on the fans and their lewd interest in Deadpool’s crude behavior.
And, thus, a marketing campaign was born. First, the studio released a rather simple, sensual image of Deadpool lounging on a fur rug. The film picked up steam after its PR team confirmed that Deadpool would have “a hard R-rating” which they proved at San Diego Comic Con 2015 with a teaser trailer. By the time Deadpool debuted its first full trailer on Conan O’Brien’s talk show, fanfare surrounding the superhero flick was bigger than ever.
One only needs to look at the film’s accolades to see how effective its marketing was. It has the most watched red-band trailer on Youtube at the moment, for one. And, what’s more, Deadpool has also become the highest-grossing R-rated film ever at the worldwide box office. It raked in more than $742 million internationally despite being banned from major markets like China. However, in terms of domestic gross, the film ranks at number three with American Sniper edging out second place.
Based upon Marvel Comics’ most unconventional anti-hero, Deadpool tells the origin story of former Special Forces operative turned mercenary Wade Wilson, who after being subjected to a rogue experiment that leaves him with accelerated healing powers, adopts the alter ego Deadpool. Armed with his new abilities and a dark, twisted sense of humor, Deadpool hunts down the man who nearly destroyed his life.
Deadpool is directed by Tim Miller, with a screenplay by Rhett Reese and Paul Wernick, and stars Ryan Reynolds, Morena Baccarin, Ed Skrein, T. J. Miller, Gina Carano, Brianna Hildebrand, Stefan Kapičić, and Leslie Uggams.