On November 4, renowned French director, Olivier Marchal returns with Overdose, a fast-paced action film, only available on Prime Video.

Here is the film’s synopsis: “The film follows Sara, a captain in the Toulouse (south of France) police, as she investigates a high-speed road drug smuggling that is linked to the murder of two teenagers, an investigation that is being handled by Richard, a cop in Paris. Forced to work together to find the murderer and stop the bloody smuggling, Sara and Richard, with their diametrically opposed methods, find themselves in a breathless race against time on the roads of Spain and France.”

It’s an intense action movie. But hyperbole is common in movie and TV promotions. So how do you tell an audience it’s an intense action movie without telling me it’s an intense action movie?

Social media uses the phrase, “Sensitive content. The following media includes potentially sensitive content,” preventing you from accessing “intense” content, unless you click on View anyway. These codes are usually reserved for Instagram or Twitter.

Marcel decided to take them out of their digital universe and use them in a poster campaign in the Paris subway. The agency found a simple way of saying everything (action, violence, nudity, etc.) while showing nothing, to increase the desire to watch the trailer (available by scanning the QR code “anyway” on the posters).

Âmes sensibles s’abstenir.
Overdose, le nouveau film d’Olivier Marchal arrive le 4 novembre sur Prime Video. pic.twitter.com/OsEDCLveZp

— Prime Video France (@PrimeVideoFR) October 24, 2022

[If you can’t see the Twitter post fully, you might have to add your birthday to your profile.]

Credits:

Client: Prime Video
Brand Marketing Manager: Oriane Barioz
Senior Creative Director: Xuan Pham
Head of Originals Marketing: Charlotte Michel

Agency: Marcel
Co-Chief Executive Officers: Pascal Nessim & Charles Georges-Picot
Chief Creative Officers: Youri Guerassimov & Gaëtan du Peloux
Creative Directors: Jérémie Bottiau
Managing Director: Benjamin Taïeb
Copywriter: Joseph Rozier
Art Director: Théophile Robaglia
Art Director Assistants: Lisa Hamonou, Margaux Dizard
Strategic Planner: Ruben Hassan
Social Media Strategy Lead: Charlotte Giraud-Charreyron
Business Director: Lucile Wissocq
Account Managers: Ilana Descourtieux & Emmanuel Munck
Project Managers: Flavie Parize & Camille Basset