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Talk about MARVEL-ous Marketing: August Newsletter



Hi again, we are back like we promised!


Just a little recap before we start since it is only our second newsletter! In case you have been caught up and haven’t had the time to read through, here’s where we look back at the month and talk about the best, the trending and everything in between that has been going on in the marketing and advertising fraternity.


Oh, and, while scrolling you might stumble upon some exclusive advice from some of the biggest ad makers we have had on the panel of our weekly Q&As so far, Good Ads Matter’s top picks of July and maybe a few surprise titbits here and there. Don’t mind them!


Ready? Let’s begin.


 

As we speak, the world continues to stand united in its newfound brotherhood through the romantic rivalry between Deadpool and Wolverine. Arguably the first movie to, once again, strike a chord so deeply in the audience since the release of another masterpiece last year at the same time, Barbie–both masterclasses in not only breaking the fourth wall but also ingenious brand integration and marketing!


The marketing of the blockbuster has targeted every region, every age group, every personality type and every segment of the world population with contextual narratives and relevant trends–brands going as far as keeping aside their tonality and language for a while to adopt the “frenemies’” smug humour.


From the duo announcing the movie as the perfect “date movie” for American reality show, The Bachelorette...



To keeping their differences aside, all for the love of Heineken...



With the likes of Tim Hortons and Adidas also releasing successful collaborations with Deadpool and Wolverine, the response makes one thing clear–Gen Z slang sells! With all the right keywords like “Slay”, “FR”, “Trauma” and “Four-hour work week” (ahem), Marvel has hacked the algorithm to win hearts globally. They did not even spare the most trending reels online, taking part in the “What are you listening to” challenge and absolutely nailing it! Watch it here.


Oh, and let’s not forget their cheeky (quite literally) collaboration with Xbox!



Okay, that’s enough bait for Gen Z, what about the millennials?


With the perfect promotional and in-movie playlist and blasts from the past which only the–ahem–OGs as well call them, seem to absolutely melt at was just the icing on the cake! A lineup of The Platters, Avril Lavigne, *NSYNC, Fergie and Madonna cannot possibly be skipped by the 90s’ kids!


More amusingly surprising collaborations included South Korean boy band sensation–Stray Kids, easily targeting the K-pop fandom, and Gordon Ramsay, adding to the film’s broader and more universal appeal.


…And in case you haven’t caught on already, the promotion doesn’t stop at Deadpool and Wolverine. The entire MCU has been conjured to celebrate this bromance!



Truly understanding the very pulse of the audience–as both Marvel and Disney have mastered through the decades–every piece of promotional material, from film and digital/social media content to OOH and charity events, remained true to the brand identity of Marvel and the character sketch of the protagonists, uniting the world through filmmaking and marketing well done.


All of this is only the tip of the iceberg–the marketing gimmicks for the movie’s release are beyond proportion and a newsletter isn’t enough to encapsulate all of it; but you get the gist. Here’s an important PSA from Deadpool and Wolverine if you are planning to watch the movie soon!



Yup, we’re done fangirling.



 

Have a snack, it’s Trivia Time!


Okay, okay. This one’s interesting. Do you use Yahoo? Great! Did you know that it was an acronym for a whole outrageous sentence?


Hint: If you don’t know it already, there’s actually very little chance you can guess it at all. We will bet on our favourite Olympics team! 


It’s “Yet Another Hierarchical Officious Oracle”!


Phew. Couldn’t have guessed that, could you?


 

Now, now! Here's a recap of some of July’s best from the Good Ads Matter archive in case you missed it ;)



From the stigma around menstruation juxtaposed over the genius of Quentin Tarantino to the Coca-Cola and Stella Artois controversy, from FedEx’s classic to Volvo’s latest print ad, from amusingly humorous cancer PSAs and a day in the life of a real hero to Jacquemus’ Olympics campaign and the cycle of life from girlhood to womanhood, our July archive explored every corner of the human mind.


Never a dull day for ad-makers, is it?




 

Before we move ahead to a very exciting announcement, let’s look back at one of our Q&As with Director Seb Edwards and learn a little from the man, the myth, the legend himself. Here’s a little advice he left behind for balancing personal creativity and commercial briefs and finding inspiration.


“It's always a tricky balancing act in commercials. Win some & you lose some. The main thing is to work with clients & agencies who have creative ambition and want to make something great. As for inspiration? I guess subjective filmmakers who create character-driven work. Make films from the inside out.”


This is simply what it takes to make award-winning ads.


Want to learn more from Edwards? Read here.


That’s about it for July’s newsletter, folks!––but hang in there for a bit, we have something for you!


 

ANNOUNCEMENT!


We had the privilege to produce the first ever Roundtable in the history of Indian advertising! Divided into four panels––Directors, Directors of Photography, Producer and Agency CCOs/Writers, all under one roof talked passionately about the industry–where it was, where it is and where it is headed, shared anecdotes and invaluable advice (and cracked some serious jokes).


Keep an eye out for the release of the Roundtable on our social media handles super, super soon!


Until then, have some fun pictures of the panel after they talked their hearts out!



 

Before we forget, let’s have a look at the Word of the month.


Buyer’s Journey


Ever heard of “Hero’s Journey”? Well, in the world of marketing and advertising, where the consumer is the king, we call it “Buyer’s Journey”. It is basically what the sales funnel looks like but from the buyer’s perspective instead. One goes through the three critical stages of awareness, consideration and decision before buying a product, ultimately meeting the fourth stage––delight. One long journey, isn’t it?


Okay, that’s it for now. We mean it.


 

You can find us on the links listed below. If not here, we will be at the local park, sweating it at badminton. PS.: We always have an extra so feel free to challenge us if you see us ;)



See you at the same spot next month!

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