Deadpool, the most irreverent comic book character to have ever been created (maybe). The marketing department has been having a very good time stepping outside of the normal trailer, commercial, brand integration with generic fast food chain, breakfast cereal mix and have taken a more... tongue-in-cheek approach. The most recent is a PSA target right at the most likely audience to go see the movie encouraging young men to check themselves for testicular cancer. Is it brilliant, or crazy? Probably the former considering how much it is getting passed around.
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