Creativity

'Selling out' is Deadpool's convenient excuse for shilling frozen food

Anti-hero rides a unicorn in ad for Devour Foods

By Ann-Christine Diaz. Published on Apr 12, 2018

Editor's Pick

When anti-hero Deadpool made his big screen debut, not only did he storm the box office, he impressed the ad world too with a series of non-stop, unconventional marketing moves that included a testicular cancer PSA, a trailer for a trailer and a Viacom takeover. For the Twentieth Century Fox film's sequel, which drops on May 18, we have yet to see a truly out-of-the-box move from the Merc with a Mouth. In fact now, he admits to selling out.

He says as much in a new digital spot from Devour Foods, the Kraft Heinz brand that debuted with racy advertising and a kind of NSFW tagline--"Food You Want to Fork." Here, however, he's pretty vanilla compared his past antics, talking to anthropomorphized noodles and weiners and riding a unicorn. It's also pretty tame when you consider Devour spots of the past featured a man sex-talking to his bowl of microwaved mac n' cheese.

The ad was created out of Wildness and promotes Devour's new line of sandwiches. The campaign also includes Deadpool-themed packaging and out-of-home and POS in select markets.

So far, we've also seen Deadpool doing more good in another PSA, and although he failed to make a Super Bowl appearance, he managed to dish out a some snarky tweets. We're still holding out hopes that things will get more exciting from here. Who knows, maybe he'll be the next Colonel Sanders.

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Credits

Date
Apr 12, 2018
Client:
Deadpool/Devour

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