Heineken Silver and Marvel just launched a new ad in anticipation of the upcoming "Deadpool & Wolverine" film starring Ryan Reynolds and Hugh Jackman.
Made together with Reynolds' agency Maximum Effort, the 30-second spot shows the two comic book characters facing off in the forest.
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With Deadpool cornered to a tree, an enraged Wolverine looks to finish his job by whipping out his "adamantium-made" claws.
But for some reason, they don't come out of his fists.
"What have you done?" Wolverine asks.
Deadpool then reveals that he borrowed some of Logan's adamantium to make them something special: two cans of Heineken Silver.
As Bill Withers' hit song "Just the Two of Us" starts to play, the two have a toast and enjoy an ice-cold beer, closing the spot.
Reynolds' One-of-a-Kind Comedy
Developed together with LePub and BBH USA, "World-Class Light Beer Meets World-Class Bubs" harps on Reynolds' signature brand of comedy to deliver not only a hilarious advert for one of the world's most famous beers but also to bring hype to the highly anticipated Marvel film.
In true Reynolds fashion, he alongside Jackman released a joint statement on their one-of-a-kind ad:
"One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we're happy to be entering the MCU with Heineken Silver."
"Nothing gets you through the long and frequently confusing days in the multiverse like the crisp and refreshing taste of Heineken Silver."
The ad was met with praise from fans of both the beer and the comic book franchise.
"The magic that is happening between these characters! Oh, how long we have waited for this dream to happen! Thank you, Hugh and Ryan," one user wrote.
This is not surprising considering the popularity of the Marvel characters, and Heineken was quick to capitalize on it.
“Franchise-like content works best when applied to a specific product or service and is most effective when aimed at audiences already familiar with your brand."
According to Underwood, who is also the VP of Content & Strategy at marketing agency Cramer, blockbuster marketing was inspired by media giants HBO and Netflix.
It is mostly utilized to enhance a brand's familiarity, customer relationships, and brand loyalty.
LePub and BBH USA efficiently employed blockbuster marketing in choosing famous characters and actors to promote one of Heineken's newest products.
"Deadpool & Wolverine" comes to theaters on July 26.