How did Richard Branson succeed? Drugs.

Headshot of T.L. Stanley

The marketing machine keeps rolling for upcoming movie Limitless and its fictional wonderdrug, NZT. Now it's not just Bradley Cooper shilling the pills, either. In the new spot below, Sir Richard Branson attributes all his business-leading, global-ballooning, space-traveling success to NZT, a drug which unfortunately carries minor side effects such as psychosis, brain damage and extreme paranoia. Early ads made no mention of the movie, but the cat's out of the bag now. Still, it's a decent viral approach for a flick that stokes and then crushes our dreams of using more than 10 percent of our feeble brains. Via Entertainment Weekly.

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.