From The Nevers to Them, See This Week's Trailers and Posters

The theme of this week’s entertainment marketing work was community. Whether fictitious or real, drama or comedy, the stories illustrated the human desire and need for togetherness. Some showed the strength, endurance and empowerment that comradeship can offer. Others delved into the devastation of having your community colonized, and the desolation of being “othered” within your own neighborhood. 

Regardless of the details, the stories this week showed the evolutionary need for community and companionship. Over a year into the pandemic, missing our people hits home for everyone. And the resilient brilliance of the entertainment community is its ability to tell stories that reflect the times and connect us all. It’s why we never stray; entertainment is the world’s community. 

So if you’re missing your tribe, we’ve got you. Let’s take a look at some of this week’s standout work.

The Nevers

HBO
Trailer Agency: Motive Creative
Poster Agency: BLT Communications, LLC    

When a group of women abruptly gain unique powers, they work together and push boundaries in a patriarchal-dominated society—funny, it’s the Victorian days, but feels familiar. The story is enchanting, but what makes the trailer so exciting is the pacing. It begins on the run, and from there alternates tempos, conjuring the mystique. Then there are the string cues, lingering at times and cutting sharply at others. Altogether it makes for a compelling trailer. The breadth of it shows what women can accomplish when they work together. How timely. The poster teases the mystical element, but the line of copy, “A Touch Of Power Can Change The World,” that’s what makes it powerful marketing. The Nevers premieres April 11.

Rutherford Falls

Peacock
Trailer Agency: Buddha Jones
Poster Agency: Leroy and Rose

Ed Helms and Michael Schur, creator of The Good Place and Parks and Rec, take us on a trip through small-town America, where two best friends struggle to preserve each of their family’s heritage. The trailer has fun toeing the PC line and teasing the historical preservation debates. It’s crafted to create a Rockwellian feel through the perfectly packaged graphics and the welcoming musical cues (even tossing in a whistle) to ensure you catch the Mayberry vibe. The editorial pristinely fills in the plot and weaves a tapestry of friendly faces, and through a series of one-liners, you get to know the underlying motives of the town’s key players. The poster uses a combination of textiles and objects to convey this series’ heart in a creative and fun way. It’s filled with personality and is a good indicator of what we can expect from the show itself. Check out the neighborhood on April 22.

The Girlfriend Experience

Starz    
Trailer Agency: GrandSon Creative
Poster Agency: The Refinery Creative

Based on the 2009 Steven Soderbergh film of the same name, the acclaimed anthology series returns for Season 3 on May 2, and the trailer is one luscious bite of marketing. Like the high-end escorts themselves, the trailer is stylized to perfection, from the spinning camera that hypnotically draws you in and the bag full of editing tricks—like split, expanding and fading screens teasing the eye. The music sets an alluring and exciting tone. The new poster celebrates the old adage: Show, don’t tell. Also, the coded copy is fun. It seals the deal on this seductive campaign.

Life in Color with David Attenborough

Netflix
Trailer Agency: Tiny Hero

“Colors so bold and brilliant they dazzle our senses,” indeed! David Attenborough’s latest adventure is filled with animals of all shapes and sizes whose colors electrify the eye. The visuals are breathtaking, and the pace of the editing brings this majestic world to life. The music and dialogue add a cherry on top: a minute and a half of awe. Get a healthy dose of nature on April 22.

Exterminate All the Brutes    

HBO
Trailer Agency: GrandSon Creative

“Exterminate all the brutes” is Colonel Kurtz’s famous line from Heart of Darkness that for far too long drove the imperialistic ideology of Western culture. This documentary from Raoul Peck exposes history’s unreliable narrator and the devastating effects of white supremacy. The narrative is shown through a montage of reenactments and images depicting past horrors. The trailer’s music, “Head Shots” by Tobe Nwigwe Featuring D Smoke and “Light” by Michael Kiwanuka, add a healthy dose of spirit and hope for the future. Relearn history beginning April 7.

Stowaway

Netflix
Trailer Agency: JAX
Poster Agency: N/A

The first 20 seconds of the Stowaway trailer are absolutely exhilarating. The viewer is tossed into space, panicking, confused, and in awe, along with the character. From there, the editorial unfolds, introducing the characters and allowing the viewer to become part of this small community—then, when you feel safe, havoc unleashes. The rhythmic sound design laced over the music track builds brilliantly along with the story’s tension. The poster is a paradox of community and isolation. The mission begins April 22.

Them

Amazon Prime
Trailer Agency: Buddha Jones

Some things are too good to be true. That’s what the Emorys discover when they move into a seemingly perfect house surrounded by a white picket fence and a lot of white faces. The editorial sneaks in startling images. There’s a legit scare or two. The scariest part is how much it lacks the supernatural. It’s the American Nightmare. Diana Ross’s “Home” drags you through the neighborhood—sweet and welcoming, transforming all the while until it reaches a piercing climax and you’re surrounded by fire. Meet the neighbors on April 9.