While I never thought I would see the day when a billboard would replace text with emojis, I am pretty glad that I did. Twentieth Century Fox has done it. They have made the best ad of 2016. This will be the first (and last) blog post. Kidding of course, but I thoroughly enjoyed the creativity.

Very rarely am I impressed by movie billboards when driving down the highway. They are usually very similar in style: a picture of the main character(s) and the title. This Deadpool billboard really takes a different path, focusing on the emerging emoji language of the tech-addicted generation.  Twentieth Century Fox is taking a light-hearted approach to promoting their new movie and people are noticing. According to a hashtag tracking website, Keyhole, there have been 682 posts with #Deadpool today alone.

Following this unique approach, this showed up on their twitter page: Screen Shot 2016-01-17 at 2.54.09 PM

A truly different advertising campaign for a truly different superhero movie. Sure, it is strange and unusual and potentially even offensive, but one thing is for sure; they know their target market. Emojis are a part of almost every smartphone users life. They have become so important that the 2015 Oxford Dictionary’s Word of the Year is actually not a word but an emoji. (This one to be exact tears-of-joy-emoji).

I can’t help but think about what a great use of Through The Line (TTL) marketing this campaign is. The way that the creative team used traditional outdoor media and incorporated aspects of non-traditional media is nothing short of incredible. If all advertising was this engaging, maybe adblockers wouldn’t exist.

Here is the trailer for the trailer and the official Deadpool Trailer for those that are interested in seeing what all the buzz is about.