You must have seen the trailers for Marvel's upcoming Guardians of the Galaxy. Even some hard-core Marvel fans don't know much about this cosmic title, so Disney's marketing team has a lot of heavy lifting to do. In the TV spot above, the focus goes to two of the tougher members of the titular team, Drax the Destroyer (Dave Bautista) and Gamora (Zoe Saldana).
Past ads have shown us what a BAMF Gamora is, revealing her battle skills as well as her short-temper for fellow Guardian Star Lord's insistence that pretty girls be "nice." In this spot tipped by Comic Book Movie, we're told she's actually the last of her species, thanks to the villainous Ronan The Accuser (Lee Pace), who "destroyed her home and took her hostage." So she's got a serious vendetta against that face-painted jerk, who gets his close-up below:
Drax also has a very personal reason to go after Ronan. This "legendary warrior…lost his entire family" because of The Accuser. Clearly, Drax's people are fearsome, but as Rocket Raccoon points out, they're not much for figurative language. ("Nothing goes over my head. I will catch it.")
The second spot (or technically TV spot #14), pulls focus to Peter "Star-Lord" Quill, an Earthling with grand ambitions and an affection for old school tech, like a Walkman cassette tape player. Speaking of going over the heads, how much of the Guardians of the Galaxy audience won't recognize that obsolete device? Best not to think on it.
Instead of "Hooked on a Feeling," the song that memorably blazed in Guardians of the Galaxy's first trailer, this ad features "Cherry Bomb," a hit song from the 1970s all-girl punk band The Runaways. It's an unexpected choice, but I'll be damned if it doesn't work. It's been speculated that Guardians of the Galaxy has been made to help Marvel break out of the mold their movies have so far created, and the advertising here certainly supports that suspicion. Based on all the money Marvel/Disney is throwing down on ads, it looks like they suspect this risk to pay off big.
Guardians of the Galaxy will open August 1st.