Paramount Pictures has delivered a masterclass in marketing with their latest campaign ahead of the launch of the new Mean Girls movie being released later this week.
The OOH campaign, appearing on busses across California, takes a page out of the Burn Book with “Look Both Ways, Regina” scrawled in what appears to be pink lipstick across the side of the busses.
The slogan is a homage to the original movie in which the central character, Regina, is hit by a bus after recklessly running across the road in the heat of an argument – you make one mistake one time, and no one ever forgets it, hey Regina?
The campaign was a hit on social media, with creatives “obsessed” with the campaign. Maria Riley, a California-based communications professional, praised the campaign as a throwback to the ways of the past in the best possible way. “As someone who used to work on movie advertising- similar to “Barbie”, this harkens back to how we used to do things back in the day. Not new, just refreshed and totally fun”.
Mean Girls has been a cult classic for Millennials and Gen Z alike since its release in 2004 release. In November last year, a number of the original cast appeared in an ad campaign for Walmart that gave fans a long sought-after glimpse into the lives of their favourite characters, 20 years after the film’s conclusion.
Back on Australian soil, Donut King is also celebrating the film’s release with a limited-edition range of doughnuts inspired by the iconic characters and quotes in time for the launch of the film.
Mean Girls is a remake of the original film, featuring music from the hit Broadway musical. The film will hit cinemas on Thursday 11th January.
