With Deadpool 2 currently on cinema screens, lead star Ryan Reynolds has lent his world-famous character to a Broadcasting Standards spot for TVNZ as part of a campaign for the film in collaboration with 20th Century Fox, TVNZ and MediaCom.
Taking their cue from the sarcastic and potty-mouthed title character, TVNZ’s Blacksand team hijacked TVNZ brand assets with creative executions across 1, 2, DUKE and OnDemand in the lead up to the sequel’s release on 16 May.
In the new 30-second recording of the TVNZ Broadcasting Standards Advisory spot, Deadpool addressed viewers directly with his take on this important viewer message.
As part of the full TVNZ takeover, a range of Deadpool assets were created for use across multiple TVNZ programmes and platforms. These included Deadpool delivering AO and PGR programme advisories, and the much-loved superhero infiltrating TVNZ’s channel idents - a first for the idents. The campaign had the TVNZ 1 rolling ball bearing down on Deadpool, and him interrupting TVNZ 2’s dancers.
Reynolds rarely does pieces to camera as the Deadpool character, and the opportunity meant 20th Century Fox was able to secure his support to record the piece in character (including sound pronunciation of our Kiwi ‘zed’, rather than the American ‘zee’).
Additionally, ‘merc with the mouth’, a full homepage takeover of TVNZ OnDemand saw Deadpool starring in featured TVNZ shows, and a special Deadpool 2 show page housing extra show content.
Sarah Lambert from 20th Century Fox says both TVNZ and 20th Century Fox worked closely together to produce the content across multiple platforms including channel idents, programme classifications, navigation menus, on-demand pages, on-screen quizzes, and as the flagship piece, a new version of the Broadcasting Standards Advisory message.