If the world is devolving toward an age where we speak almost entirely in emoji then Deadpool has beat us to the future. In the new billboard advertisement for Deadpool 2, the film's lead characters are broken down into emoji/nail art form, and the translation is fairly spot on. "Read" it for yourself:
Phonetically (and punnily) speaking, Deadpool 2 rather nailed it. The marketing has served to be a preview of the comedy we can expect from the cheeky superhero. It's also a throwback to the 2016 original's most-discussed trailer, which said nothing about Deadpool overtly and just featured a skull emoji, a poo emoji and an "L." The same joke, just leveled up, which is what audiences are hoping for from Deadpool 2.
Deadpool's fourth wall-breaking character and general self-aware approach to humor give Fox a unique opportunity to apply unusual marketing tactics: pop-up bars (complete with chimichangas) in both New York City and Los Angeles, endorsement deals for frozen grilled cheese sandwiches (in which Deadpool pokes fun at unusual movie tie-ins by admitting he's "selling out"), and social media posts that barely tie into the film.
It's all rather genius in that the studio barely needs to reveal much about the film; it needs only to remind audiences that it's Wade Wilson's irreverent approach to superheroics that makes watching him in anything (even a commercial) worthwhile.
This idiotic/brilliant billboard is why I'm all in on the DEADPOOL movie. I'm an easy lay. pic.twitter.com/jSRorPvaCp— Patton Oswalt (@pattonoswalt) January 13, 2016
That's something Marvel Studios is likely jealous of after having to tiptoe around for months deciding what footage to share for Avengers: Infinity War.
Debuting May 18, director David Leitch’s Deadpool 2 stars Ryan Reynolds as the titular Deadpool, Morena Baccarin as Vanessa, T.J. Miller as Weasel, Leslie Uggams as Blind Al, Brianna Hildebrand as Negasonic Teenage Warhead, Stefan Kapičić as Colossus, Zazie Beetz as Domino and Josh Brolin as Cable.