Paramount Pictures has rolled out the big guns for Tom Cruise’s highly anticipated return in Top Gun: Maverick, with an unmissable campaign targeting the original movie’s devoted fan base as well as a new generation of ‘new recruits’.
Created with Wavemaker, the campaign aims to create a cultural moment and spark talkability among Australian audiences with high-impact executions and a wide-ranging media buy that taps into every opportunity to be seen.
Top Gun: Maverick jetted to #1 at the Australian box office on its opening weekend with a total 4-day box office gross of $13.8 million and $15.1 million including previews. The film soared to new heights as the widest opening film ever recorded in Australia with 343 locations and 25,099 sessions. The film marks the biggest opening weekend for a Tom Cruise film in Australia, ahead of War of The Worlds ($6.65 million) and Mission Impossible II ($6.4 million). The stellar results also make Top Gun: Maverick the biggest opening for a Paramount Pictures Australia film.
Headlining the marketing campaign is a 3D out-of-home billboard at Emporium Melbourne – a media first for the entertainment category – and A-League and Formula One sponsorships including integrated content starring Tom Cruise (a.k.a Maverick) racing against F1 legends, Mark Webber and David Coulthard.
Sports lovers are also targeted through a heavy Top Gun: Maverick presence throughout AFL and NRL broadcasts, and a heavy presence on Kayo and Fox Sports. Sponsored Kayo Minis, Kayo’s catch-up feature, are running across F1 content and other key sports.
In addition to the 3D billboard, the OOH component of the campaign includes skywriting over Sydney Harbour and Melbourne CBD, transit advertising, and billboards in iconic sites such as the Glebe Island Silos in Sydney.
The extensive media buy includes activity across Spotify, TikTok, Facebook, Twitter, Reddit, Australian Traffic Network, Junkee, Daily Mail, Pedestrian, Newscorp mastheads, and a premium buy across Vevo heroing Lady Gaga’s new single from the movie, ‘Hold My Hand’.
Paramount and Wavemaker are also serving more than 84 different customised videos tailored to specific content and audiences with YouTube’s Director Mix tool.
Peter Andrew, client and communications director at Wavemaker, said: “Just like moviegoers, we’re excited that Top Gun: Maverick has finally arrived in cinemas. Wavemaker and the team at Paramount have been preparing for this launch for more than two years, and we’re thrilled to be creating a culture moment with bold and innovative media executions that get people talking and eager to see the movie, which will undoubtedly be one of the biggest moments in cinema this year.”