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:
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 ).
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.