Deadpool

agency: blt communications

Defined the irreverent voice of a launch campaign for a superhero movie that rejected the genre itself

The Brief:

Launch a film whose tone clashed with the traditional superhero marketing playbook.

The Solution:

Wrote a series of taglines capturing Deadpool's self-aware voice while playfully subverting audience expectations.

Selected taglines from the theatrical campaign

WITH GREAT POWER COMES BLAH BLAH BLAH.

SMART-ASS. ASS-KICKER.

A LETHAL WEAPON. AND THAT’S JUST HIS MOUTH.

PART ASSASSIN. PART ASSHOLE.

A TOTAL FREAK. NOT TALKING ABOUT HIS SUPERPOWERS.

THERE’S NO MERCY IN MERCENARY. OK, THERE IS. YOU KNOW WHAT WE MEAN.

FIGHTING FOR TRUTH, JUSTICE, AND–, COME ON,

WHO ARE WE KIDDING?