A couple weeks ago I wrote about Universal’s genius viral marketing campaign for the upcoming Judd Apatow-produced comedy Forgetting Sarah Marshall, which had taken over San Francisco. Signs on buses, bus shelters and billboards with cryptic messages that read “I hate You Sarah Marshall”, “My Mom Always Hated You Sarah Marshall” and “You Don’t Look Fat in Those Jeans Sarah Marshall”, lead those who notice to the viral in movie site I hatesarahmarshall.com.
It’s actually a very cool campaign, maybe too good. There are so many of these advertisements around San Francisco that a backlash has begun. Last week flyers that look like the Sarah Marshall advertisements have started appearing on trees around the city reading “I’m So Over You Tree”. Another person snapped the photo below of a tree-attached flyer which reads “You Do Look Fat in those jeans tree”.
And then graffiti has begun to appear on trees reading “I Love You!” (as seen in the photo below). Although, I’m not entirely sure this is related, but it’s hilarious none the less.
Discuss: Is the Sarah Marshall viral campaign really that annoying? If an advertising campaign can spark this kind of response, than it must be working at least in respect to film awareness.
via: sfist
March 25th, 2008 at 2:05 pm
Yes, the campaign is annoying. But this anti-FSM campaign is genius!
March 25th, 2008 at 2:11 pm
Ha, I’m totally digging the backlash (if that’s what it is). Thanks for passing it on, esp. since I haven’t seen the anti-FSM posters up anywhere (yet).
March 25th, 2008 at 2:21 pm
I actually think the viral marketing campaign is really good.
March 25th, 2008 at 4:05 pm
third picture is the same as the first picture. i want to see the graffitti!
March 25th, 2008 at 4:10 pm
I love the campaign, and I can’t wait to see the movie.
March 25th, 2008 at 4:42 pm
Matt: Ooops, we’ve fixed the third image.
March 25th, 2008 at 4:56 pm
the viral marketing is genius and i see it everywhere from sf to the south bay. i seriously want to watch this movie now.
March 25th, 2008 at 5:37 pm
That tree was too good looking for him in the first place.
Sincerely
Hollywood Elsewhere
March 25th, 2008 at 5:49 pm
i have found the campaign to be very misogynistic. Guess I shouldn’t be surprised since Judd Apatow’s sexism is becoming more and more prevalent in his films. If people don’t know that the ads are for a film it is very strange to see a billboard say, you do look fat in those jeans. give me a break Judd. You’re not in high school anymore.
Signed
Women & Hollywood
http://www.womenandhollywood.blogspot.com/
March 25th, 2008 at 10:11 pm
Ha! The people around here (SF) can be pretty ridiculous sometimes, but then they (the aforementioned ridiculous ones) will come up with something clever like this. Good catch, Peter.
March 26th, 2008 at 5:43 am
Yes, it REALLY is that annoying. So are your posts about it.
March 26th, 2008 at 2:04 pm
I really like the viral stuff for FSM. I think its really cool, though I can see how it would be annoying to see them everywhere (live in a non-big city area). The backlash is kind of funny, but why have it about trees? Idk, seems a little random. I like to see people getting really involved in the viral campaigns though like these people spoofing the ads or even better that group of “clowns” that protested the Dent Mobile for The Dark Knight.
March 26th, 2008 at 10:43 pm
Misogyny is one take, my impression was that it was the dimwitted comebacks of a petty, spurned man. But don’t let me stop you from finding what you’ve decided to find.
As far as the backlash - wow - viral marketer’s DREAM.
March 26th, 2008 at 10:46 pm
i think its purrr ettty dang funny. its just wayyyy too bold, it catches EVERYONES eye. the movie willl do well in the box office
March 27th, 2008 at 5:42 pm
Yes, they are behond that annoying. the worst part has been the google ads (I cant believe they’ve allowed them…not to mention allowed them to SATURATE the system). as a publisher of many websites, i had to block all of the ads since they linked to r-rated material. not cool, and disappointing for google as well.
March 28th, 2008 at 7:54 pm
This film is a guaranteed suck fest. Suck suck suck.
Sucky Hollywood films always need a gimmick to get you in to see their increasingly vulgar, dumbed-down, story-free bullshit for 10 bucks for movie, 4 bucks for popcorn and 3 bucks for a drink so you can sit through 20 minutes of coming attractions before the piece of shit runs.
Fuck you, Universal, and your hateful ad campaign. I can imagine a bunch of latte-swilling corporate types all high-fiving each other over “You DO look fat in those jeans!”
Anyone EXCITED about a new movie these days? When was the last time THAT happened?
Television is where the creativity is increasingly geared to—”Weeds”, “”In Treatment”. Leave out the reality baloney.
March 29th, 2008 at 7:09 pm
I think its neat that they were able to create a campaign that caused people to sit up and listen. After all, it is more than many campaigns have been able to do over the last ten years. The only movie at this moment i am excited about is the new harrison ford movie. say anything to you?
March 31st, 2008 at 4:55 am
I saw one of the FSM billboards (I hate …) and thought that it might actually be a message. About 3 minutes later I saw a second and knew that it was a movie viral campaign. At which point I tuned it out, since a good viral campaign doesn’t announce what it is with overkill. The tree campaign is a good one though.
March 31st, 2008 at 3:11 pm
I haven’t actually seen any of these viral ads as I live in a small town, but they sound pretty genius to me. The tree thing is pretty hilarious though.
I’m pretty sure they movie is going to be fantastic though. The trailer looked very funny, and it’s getting excellent early reviews (100% on Rottentomatoes so far). Seems like another hit for the Apatow crew.
April 2nd, 2008 at 3:35 am
That would really suck if your name actually is Sarah Marshall.