Did you know "Zoolander 2" and "Deadpool" hit theaters this weekend? It's almost impossible not to, as Paramount Pictures and 20th Century Fox go wall-to-wall with trailers, digital content and events to promote the films.
The latest effort features Derek Zoolander, played by Ben Stiller, spoofing "The More You Know" PSAs, which will take over NBC Universal's portfolio of TV networks, digital and social platforms. In the videos, Zoolander "educates" viewers on the importance of outer beauty in ways only his character can. Fandango will also release the videos across its Facebook, Twitter and Instagram feeds, as well as on the Fandango site, where bonus content will be available.
Dubbed "The Outside Matters," the campaign was created by NBCU's Content Innovation Agency, its internal content marketing division, in collaboration with writers from both Paramount and the film. Each video is tailored to fit the network or platform it will air on.
As part of Paramount's aggressive campaign for the sequel, Mr. Stiller and Owen Wilson -- in character as Zoolander and Hansel -- walked the runway at Paris Fashion Week during Valentino's show and Zoolander appeared on the cover of Vogue.
This comes after 20th Century Fox did a commercial takeover of five of Viacom's channels to promote "Deadpool." Both movies will debut Feb. 12.
Teasers announced the takeovers, which are first described in a voice-over as "your mother's worst nightmare." But then Deadpool, played by Ryan Reynolds, jumps in to set things straight: "Or maybe it's your mother's wettest dream," he says. He adds that there will be no commercials, "just me, running mouth and swinging sword -- and not just my katanas."
The anti-hero continues to break the fourth wall during show openers, closers and snarky monologues in videos airing in content pods around the ad-free shows.
The campaign will run through Friday during shows like MTV's "Teen Mom" and "Ridiculousness," Comedy Central's "Tosh.0," "Workaholics" and "@Midnight With Chris Hardwick," VH1's "Love and Hip Hop," Logo's "Golden Girls" and Spike's "Cops."
The latest movie in the Marvel franchise, and the first one that's R-rated, also spoofed the PSA format as part of its campaign. In a PSA for testicular cancer, Deadpool encourages men to poke and prod their "man berries," or what he likes to call "smooth criminals," and instructs them on how to look for unusual lumps, growth or other changes.
-- Contributing: Ann-Christine Diaz