INSITE OOH Media Platform

Marvel fans across the UAE are welcomed by a new outdoor, eye-catching campaign for Marvel Studios' newest creation “Thunderbolts”. With billboards placed across major highways and roads, the promotional campaign effectively combines humor and contrast, generating curiosity and buzz ahead of the May 1 release date.

Billboards hold a tri-panel design, with the center panel reading "This is a Bolt" beside a literal bolt and nut; another showing a lightning symbol with the phrase "This is a Lightning Bolt." These are accompanied by intense depictions of Marvel's heroes and anti-heroes, each bearing the phrase "This is a Thunderbolt." Florence Pugh as Yelena Belova, suited in combat gear, David Harbour as Red Guardian, the Cold War super soldier and Sebastian Stan as Bucky Barnes / The Winter Soldier, brooding ex-assassin with a heart of gold, all are present on the ad spaces alongside the clever juxtaposition between literal bolts and thunderbolts. The latter acts as a hook to new viewers, skillfully balancing pop culture and universal visual imagery. It is a pun that speaks well both in English and Arabic as a result of the clever addition of bilingual subtitles.

Visually, the billboards are dramatic, gritty with dark portraits of the characters boldly contrasted against the bright yellow panels. By combining universally recognizable imagery with clever translations and culturally adapted humor, the ads land their punch, whether a passerby is a longtime fan or a curious commuter. The ad copy also notes the anticipated release date of the movie, that being May first. 

The campaign lights up UAE’s digital screens and lampposts in the fourth week of April.