Deadpool hijacks TVNZ for new Standards Advisory spot

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Hollywood A lister Ryan Reynolds lent his world-famous character to a one-of-a-kind Broadcasting Standards spot for TVNZ as part of an audacious Deadpool 2 campaign collaboration between 20th Century Fox, TVNZ and MediaCom.

Taking their cue from the 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 highly anticipated release this week.

In a provocative new 30 second recording of the TVNZ Broadcasting Standards Advisory spot, Deadpool addressed viewers directly with his take on this important viewer message.

Reynolds rarely does bespoke pieces to camera as the Deadpool character. The groundbreaking nature of the integrated campaign meant 20th Century Fox were able to secure his support to record this edgy piece in character (including pronunciation of our Kiwi ‘zed’, rather than the American ‘zee’).

Auckland-based 20th Century Fox marketing director Sarah Lambert said: “20th Century Fox is delighted to have partnered with TVNZ to deliver an innovative, ground-breaking, industry first campaign for both TVNZ and our film Deadpool 2 – delivering a spectacle that Deadpool himself would be proud of.”

“20th Century Fox recorded this edgy piece in character – including pronunciation Kiwi ‘zed’, rather than American ‘zee’.”

As part of the full TVNZ takeover, a huge range of bespoke 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 for the first time – the campaign had the TVNZ 1 rolling-ball bearing down on him, and Deadpool interrupting TVNZ 2’s dancers.

And just in case taking over the nation’s TV screens wasn’t quite enough for the ‘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.

Lambert said: “The TVNZ and 20th Century Fox teams worked closely together to produce on-brand, highly creative, engaging and entertaining content across multiple platforms including channel idents, programme classifications, navigation menus, on-demand pages, on-screen quizzes, and as the flagship piece, a bespoke and edgy new version of the Broadcasting Standards Advisory message.

“The vision, creativity and dedication from the team at TVNZ has been second to none and we are thrilled with the outcome. A special mention also goes to the team at MediaCom who were instrumental in this partnership, and have shown the same foresight and commitment as the TVNZ team.”


Client: 20th Century Fox
Campaign: TVNZ
Creative & Production: TVNZ Blacksand
Strategy: TVNZ Commercial Sales
Media Agency: MediaCom

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