Deadpool Is Now Espolòn’s Creative Director

Not to be confused with Ryan Reynolds' gin gig

Later this month, Espolòn will roll out ads featuring Deadpool. Espolòn
Headshot of Kristina Monllos

Marketing for the Deadpool sequel has kicked into overdrive. The sassy superhero is not only starring in spots for frozen food but he’s now pitching Espolòn tequila as the company’s “creative director of culture ‘n’ stuff.”

The first spot will debut later this month, but images (see below) from the campaign give a sense of what Deadpool can do for the brand: A slapped together haphazard approach that looks as though he put it together while sampling the company’s product.

“We completely understand that Deadpool has no discernable skills as a creative director, but we have taken brave, bold chances with Espolòn marketing in the past, so what have we got to lose?” said Christine Moll, marketing director, Tequilas and Rums for Campari America, in a statement.

Moll continued, “Nonetheless, Deadpool and his cinematic success have become a cultural phenomenon. Partnering with Deadpool is guaranteed to get attention for the brand in the most Espolòn way possible.”

The Deadpool sequel is slated to be released on May 18. Actor Ryan Reynolds, who plays Deadpool in the films, recently invested in Aviation Gin and became the face of the brand. He is not involved in the Espolòn partnership, according to a rep for the brand.

“I needed the money,” said Deadpool, in a statement clearly written by a 20th Century Fox marketing exec having some fun. “Plus, there is absolutely no reason why that Canadian gobstopper is getting all the glory. I’m a legit superhero. He’s just some guy who’s famous thanks to those two girls and that pizza place.”

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.