How Deadpool 2 Saved Some of Its Best Advertising for Home Entertainment

For the marketers who work on Deadpool, it’s a kind of dream job—a franchise where the rules are thrown out the window, almost anything goes, and the ads get to revel in the unrestrained, meta, sometimes even inappropriate sense of humor that sets the films apart. 

“You get the chance with Deadpool to just really go crazy, pie in the sky, and no one says you can’t do it,” 20th Century Fox’s Suzanne Kamenir told Muse at Clio Entertainment judging in Los Angeles last month. 

The theatrical campaign for Deadpool 2 was notoriously brilliant, with a dizzying array of partnerships and standout set pieces. But Fox saved plenty of great stuff for the home entertainment marketing—including lots of original content, special-shoot spots, and creative in-store stunts to drive awareness. 

Kamenir, vp of global creative marketing for 20th Century Fox Home Entertainment and a 2018 Clio Entertainment judge in the Home Entertainment category, takes us through some of those materials in the video above. She also weighs in on the trends in the space, as well as the biggest challenge facing home entertainment marketers today.