Comics2Film has three new TV spots for Warner Bros.’ I Am Legend that you can view on their site.
The first one deals with the setup of the plot, focusing on the evacuation of people that we’ve seen in the movie’s trailers, but with a bit of new footage. It’s only in the last ten seconds or so of the spot that we see a desolate New York City and hear Will Smith’s call for survivors. Doesn’t deal with the ghoulish victims of the virus at all.
The next two do, though, and show much of the same footage we’ve seen in other trailers. Clip #2 shows the mutated survivors only briefly and is more of a dramatic spot with Smith creeping through the dark building and then breaking through the glass, barely out pacing his pursuers. Clip #3 is more about his struggle for survival, showing how he has to hunt the deer that now appear in the city and harvest his own crops. It then breaks into some explosions and chasing.
All three are good and I like how Warner has broken up the campaign into thematic elements like this. It allows them to plan out the campaign and put different spots on different TV shows to best reach that show’s audience.
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