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Two years ago, Jurassic World finally showed us what a fully functioning dinosaur park might look like, and now the sequel Jurassic World: Fallen Kingdom will show us how a world that has enjoyed the majesty of dinosaurs will deal with the possibility of their extinction. The viral marketing campaign for Jurassic World: Fallen Kingdom has built up this narrative with returning character Claire Dearing's Dinosaur Protection Group. Now, that non-profit, animal rights group has a new video stating its mission in an attempt to rally others to its cause. Take a look below:
I love how fully Universal is committing to this bit of viral marketing. This could easily pass for a real commercial from an animal rights group. Like all great calls to action from charities, the Dinosaur Protection Group commercial plays on your heartstrings to get you involved. To do this, the DPG takes a cue from other political, social and environmental causes, and asks the audience to think of their children and how the extinction of dinosaurs will deny them an amazing experience. Brilliant. If this were real, the donations would be pouring in. The use of music, images of kids in a classroom and plant-eating dinosaurs all speak to the audience's better angels to help save creatures that are in danger. I like how the commercial basically leaves out any meat-eating dinosaurs, so as not to remind the public of the violent horrors that took place at both Jurassic World and Jurassic Park. As far as packaging a product and crafting a message is concerned, this is top notch.
What's been fun with the DPG viral marketing for Fallen Kingdom is how upbeat and positive everything is. Despite the fact that the animal rights group is attempting to save dinosaurs from extinction, everything is bright and optimistic. This is a fun contrast to the actual movie, which is expected to be much scarier and darker this time around with J.A. Bayona at the helm. Because once Claire and the DPG get to Isla Nublar. they will be quickly reminded of the case for letting the dinosaurs die as they are hunted by the very animals they are attempting to save. Oh, and they'll have to deal with an erupting volcano.
The other thing that stands out in this bit of marketing is how it is setting up the audience for a different Claire Dearing in Jurassic World: Fallen Kingdom. Bryce Dallas Howard's character has been through a lot since the events of the first film, and she gone from being a cold businesswoman in heels to a tender-hearted philanthropist in I'm guessing are Tom's. What's especially notable is how she looks like every kid's favorite teacher in the DPG video, whereas in Jurassic World she couldn't even be bothered with her nephews, who she pawned off on an assistant. Clearly the character will be much more sympathetic this time around.
Fortunately for Claire Dearing and the Dinosaur Protection Group, despite whatever maiming they may endure, it looks like they will be successful in their mission to save the dinosaurs, as Jurassic World 3 is already in the works. To learn more about how you can help save the dinosaurs, check out the Dinosaur Protection Group's website. Jurassic World: Fallen Kingdom opens on June 22.