George Dewey of Maximum Effort describes the agency’s strategy for brand partnerships and explains why the film series isn’t “ashamed” of incorporating advertising.
“Deadpool & Wolverine” is set to shatter box office records upon its release this Friday (July 26). Anticipation for the superhero sequel has been mounting ever since the 2022 announcement that Hugh Jackman would return to his iconic “X-Men” role.
Marketers have eagerly sought to capitalize on the cultural impact of the third “Deadpool” installment. In the lead-up to the film’s release, brands such as Heineken, Heinz, and Jack in the Box have partnered with the film, creating collaborative efforts that involve marketers, Marvel Studios, and Maximum Effort—the film production company and digital marketing agency co-founded by Deadpool himself, Ryan Reynolds.
Maximum Effort excels at merging media and marketing through campaigns that tap into pop culture, such as last year’s headline-making State Farm stunt involving Taylor Swift and Travis Kelce, and a “Groundhog Day”-inspired campaign for Lay’s that has been one of the year’s standout efforts. The agency’s work on “Deadpool & Wolverine” continues this trend of capturing the cultural zeitgeist, pushing the boundaries, and breaking the rules of advertising—much like the “Merc with a Mouth” character revolutionized comics and comic-book movies.
“The fun part about the Deadpool brand is that we’re not ashamed of marketing,” said George Dewey, co-founder of Maximum Effort. “Marketing is part of the process and part of the fun for us.”
Brand partnerships for the third Deadpool film came from “all over the place,” according to Dewey. Disney, which acquired the Deadpool IP through its 2019 purchase of 21st Century Fox, had existing relationships with brands like Heineken. Maximum Effort had its own relationship with the QSR chain Jack in the Box, and the agency pursued some brands based on creative concepts they loved, such as a Heinz campaign comparing the superheroes’ costumes to ketchup and mustard.
“Some movies reluctantly accept partnership dollars because they know it’s part of getting the movie out there,” Dewey said. “We’re the exact opposite: we’re like, ‘great, another opportunity to have fun.'”
Each campaign has uniquely tied into the “Deadpool & Wolverine” universe while standing out on its own. The Heineken ad played off the characters’ rivalry, humorously suggesting that beer cans were made from the metal of Wolverine’s claws. Jack in the Box’s spot gave Deadpool a makeover to resemble the chain’s mascot and promoted Mini Chimi Bang Bangs—a nod to Deadpool’s beloved Chimichangas. Maximum Effort has a unique vantage point as producers of the film.
“We have a full view of what’s happening in the film, what all the relationships are on the film, and where the white spaces are, so we have a strategic advantage in that regard,” Dewey said.
Previous Deadpool brand tie-ins have included partnerships with 7-Eleven, Kraft Heinz’s Devour, and Mike’s Hard beverages. By now, marketing Deadpool alongside brand partners is second nature for Dewey and Reynolds, who have been immersed in the character’s universe for nearly a decade (the agency’s name is even inspired by Deadpool’s catchphrase). Their extensive experience allows them to swiftly evaluate partnerships, strategies, and copy.
“We have a shorthand, and we like to move quickly,” Dewey said. “We don’t overthink stuff.”
