February 7, 2018

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 careentoward the movie’s February 12 release, the team behind our favorite fourth-wall-breaking Marvel herohas waged a relentless marketing siege ofevery platform you wouldthink ofand 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 revitalizeage-oldadvertising platforms, like billboards.

Or this email newsletter sent out to Deadpool Core’s email list as part of the ‘Twelve Days of Deadpool.’

Or this page of the movie’s script, annotated by Deadpool himself.

Risque Business

The Deadpool team has brought impressive levels of sass from day one.

20th Century Fox

Keep in mind that this is the first time you even saw the guy. But while itassuaged fan fearsthat Deadpool’s costume wouldn’t live up to expectations, the send-up of Burt Reynolds’ famous nude spread in Cosmopolitanwas only a first step toward some muchless SFW promotional material.

Teasers, Trailers, and TV Spots

It obviously wasn’t all just PG-13 postersthat gotattention. 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.

Social Media

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 knowwhat 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

And then they moved over toFacebook, and made fakeclickbait gagslike43 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, asfar 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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