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The marketing for Avengers: Infinity War was a game of ‘Where’s Hawkeye?’ with us constantly looking for the team’s resident archer and him nowhere to be found. That is not the case with Avengers: Endgame, as Clint Barton is back in action with bow and sword in the trailers for the year’s biggest movie. He’s not just in the trailers though, the marketing for the film has also put Hawkeye in a very unexpected place: next to a urinal. And naturally, Jeremy Renner is having a field day with it. Take a look:
Jeremy Renner is right, marketing is different in Europe. But wow, this is something else entirely,and it's both weird and hilarious. Instead of having a poster for the film above the urinal for you to look at as you do your business, Europe apparently has Hawkeye with his eyes trained like a hawk on the urinal and accordingly, on you-- the user of said urinal.
I can’t imagine that Jeremy Renner knew or could have guessed when he signed his Marvel contract that his likeness would one day be intently watching European men as they peed, but here we are and the actor seems to find the whole situation quite amusing. Never known as the quippiest Avenger in the films, Jeremy Renner delivers the funny here in his Instagram post, with the punny hashtag #euro-peein’.
This is awfully powerful marketing on the part of Avengers: Endgame. And weird, let’s not forget weird. You can’t change the channel or press mute, it’s right there, staring at you, catching you off guard with your pants literally down. Dread it, run from it, Hawkeye cannot be ignored, not unless you decide to go to a stall or hold it.
It’s as if Hawkeye, an expert marksman, is staring to intimidate you into aiming properly at the urinal, critiquing your accuracy with harsh judgment. An archer judging your aim, I guess this is what they mean when they talk about targeted marketing. I would love to hear the conversation and genesis of this from inception to execution.
In addition to a hashtag putting forth the obvious WTF question, Jeremy Renner promises that he isn’t looking at you as you pee. It certainly looks like he is though and not everyone has the Infinity Stones to perform under this kind of pressure, among them, Jeremy Renner’s MCU co-star, Star-Lord himself, Chris Pratt. The actor commented on Instagram, saying:
You had to know that Chris Pratt would have something to say if he got wind of this and he gave a hilarious Andy Dwyer-esque response if ever there was one. Star-Lord has already proven himself to have some difficulties reacting prematurely and now you can add performance anxiety to the Guardian of the Galaxy’s many faults.
Indeed I expect some might experience a bit of stage fright with Hawkeye watching them pee, but whether you hit your mark or not, you leave that bathroom thinking about Avengers: Endgame.
I’m curious if Hawkeye is the only Avenger who gets the European bathroom advertisement treatment or if other characters have urinal adjacent posters as well. And if only Hawkeye gets them, is that an insult or a compliment? Given the gross viral theory about how Ant-Man will defeat Thanos, it might be a real missed opportunity if there aren't posters of a tiny Ant-Man in bathroom stalls.