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.

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