Marketing at Its Best: Deadpool and Wolverine Heinz Billboard Joke

This image shows two adjacent large outdoor billboards mounted on an urban apartment building. The left billboard is official promotional material for the *Deadpool & Wolverine* Marvel movie: it displays Deadpool in his signature red suit and Wolverine in his iconic yellow suit walking side-by-side, with the headline 'COME TOGETHER', the movie title, and the release date 'IN THEATERS JULY 26'. The right adjacent billboard is an advertisement for Heinz condiments, featuring a red Heinz Tomato Ketchup bottle and yellow Heinz Yellow Mustard bottle arranged in the exact same side-by-side layout, perfectly mirroring the two superheroes' colors and positioning. The Heinz ad reads 'NOW YOU CAN'T UNSEE IT', 'KETCHUP & MUSTARD', and Heinz's tagline 'IT HAS TO BE HEINZ'. The humor comes from the perfect (either accidental or intentionally coordinated) visual parallel that creates a clever cross-marketing gag, where once you notice the similarity you cannot unsee it.

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Text content

Left billboard: COME TOGETHER / DEADPOOL & WOLVERINE / IN THEATERS JULY 26; Right billboard: NOW YOU CAN'T UNSEE IT / HEINZ TOMATO KETCHUP / HEINZ YELLOW MUSTARD / KETCHUP & MUSTARD / IT HAS TO BE HEINZ

Overview

This image shows two adjacent large outdoor billboards mounted on an urban apartment building. The left billboard is official promotional material for the Deadpool & Wolverine Marvel movie: it displays Deadpool in his signature red suit and Wolverine in his iconic yellow suit walking side-by-side, with the headline 'COME TOGETHER', the movie title, and the release date 'IN THEATERS JULY 26'. The right adjacent billboard is an advertisement for Heinz condiments, featuring a red Heinz Tomato Ketchup bottle and yellow Heinz Yellow Mustard bottle arranged in the exact same side-by-side layout, perfectly mirroring the two superheroes' colors and positioning. The Heinz ad reads 'NOW YOU CAN'T UNSEE IT', 'KETCHUP & MUSTARD', and Heinz's tagline 'IT HAS TO BE HEINZ'. The humor comes from the perfect (either accidental or intentionally coordinated) visual parallel that creates a clever cross-marketing gag, where once you notice the similarity you cannot unsee it.

Origin notes

This image is a viral photograph originally posted to Reddit as a meme, with the original title 'Marketing af it's best'. It captures a real-world placement of adjacent billboards for the 2024 Deadpool & Wolverine film and Heinz condiments, which went viral online due to the perfect matching of the red and yellow superheroes with the red ketchup and yellow mustard bottles. It is widely shared as a beloved example of extremely clever marketing.

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