How Deadpool 2's Elaborate Campaign Transformed the Anti-Hero Into the Anti-Marketer

Breaking the fourth wall with 7-11, Espolòn, Trolli and more

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Candy, liquor, a convenience store chain, even frozen food, Deadpool has hawked it all with his usual grim self-awareness ahead of the May 18 release of the anti-hero’s sequel film. Twentieth Century Fox, the studio behind Deadpool 2, developed an elaborate anti-marketing marketing campaign for the witty super-mercenary, played by Ryan Reynolds, that winks at traditional tactics while aiming to turn them on their head.

Putting Deadpool front and center is “very in keeping with this character, that he’s going to get down and dirty and market this stuff,” said Nancy Hansell, strategy director at global brand strategy shop Siegel+Gale.

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This story first appeared in the May 21, 2018, issue of Adweek magazine. Click here to subscribe.