Marvel's Deadpool, aka the "Merc With a Mouth," is known for his nasty talk and rogue stunts, and such has been the case even in the marketing leading up to his eponymous flick, set to hit theaters this Friday. Advertising for the 20th Century Fox film has included all sorts of antics, like promotions cleverly disguising the movie as a chick flick to take your girl to on Valentine's Day and a PSA for testicular cancer.
This week Deadpool goes all out on commercial takeovers of five Viacom channels, created in partnership with Viacom Velocity, Viacom's integrated marketing and creative content team. Teasers announce the takeovers, which are first described in a V.O. as "your mother's worst nightmare," but then Deadpool 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."
Deadpool will then continue 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."
"Deadpool is a well-loved comic book anti-hero who has to be brought to audiences in a way that reflects his disruptive nature, so we felt that disrupting shows the way they're typically presented would grab consumers," said EVP, Marketing and Planning at 20th Century Fox Films Julie Rieger in a statement. "Viacom delivers exactly the kind of audience we needed, at scale and on a wide array of platforms. Velocity's unmatched creativity got the tone and execution right, Viacom's data team knew where to precisely target consumers, and the networks were able to reprogram their schedules to allow the 'Deadpool' campaign to own the right shows."