Our campaign for a new Momentum release, Limitless, officially breaks today and we’re quite excited about it here as we’re already seeing some great reviews of our teaser campaign. Limitless is a new thriller starring Bradley Cooper and Robert de Niro in which Cooper (an unsuccessful writer) is transformed by 'The Clear Pill', a revolutionary new drug that allows him to use 100% of his mind and become a perfect version of himself. The insight that led to our strategy was based on the power of the Clear Pill as an idea in itself. Research confirmed this was the most compelling hook, indeed people had heard the fact that people tend to only use 20% of their brains, and we wanted to dramatise this in our communications. As a result, our strategy was all about making “The Clear Pill” the hero of the campaign and behaving as if we were a real (all be it slightly dodgy) pharmaceutical company, so what better environment to execute phase 1 of “the real Clear Pill drug launch” than on Tube Car Panels, the natural home of long-copy mind and body enhancing advertisers.
As you can see the creative looks nothing like a regular film, precisely because we hoped to intrigue and pull people in to the concept first. For those that dig deeper, intrigued by a pharmaceutical company that would advertise a pill that had side effects that include "Paralysis, amnesia and extreme sexual appetite" amongst others, they could then find out more on the companies website which contains the following video:
Good news for us is that the teaser is already picking up a lot of interest online, Digital Cuppa have some particularly nice things to say about it, and 1000 tickets for the first round of screenings have already sold out (after 1 official day of activity!) which is pretty unbelievable!
So go on, try the Clear Pill, and look out for phase 2…
John, Sam & the rest of the Momentum team
