Uber Agency has launched its latest work for Casio’s global watch super brand G-shock in its latest collaboration with Marvel / Disney.
The spot to promote a special range of four watches created to celebrate the launch of Marvel’s latest blockbuster Fantastic Four (First Steps) sees the lovable official fifth family member of the Fantastic Four, H.E.R.B.I.E the robot, excitedly doing a series strength tests on each watch in one of the “retro future” Reed Tech labs inside the Fantastic Fours headquarters at the Baxter Building.
With significant help from Marvel lending Uber their very expensive fully working H.E.R.B.I.E robot (and support crew) the spot was shot by Rae & Eve Production on set in Leeds, with post-heavy VFX by One Bright Dot.
Greg Clark, Uber MD, said: “It’s been a genuine joy to work on this campaign. All the people involved from client, Marvel and Disney have been so helpful and supportive and totally understood what we wanted to achieve from the get go. Big thanks to them but the star of the show is without doubt H.E.R.B.I.E.”
Fantastic Four: First Steps is the first time the quartet will appear under the Marvel Cinematic Universe banner following Disney’s high-profile takeover of takeover of 20th Century Fox in 2019. Fans of Mister Fantastic, Invisible Woman, Human Torch and The Thing will be hoping it can go some way to erasing the traumatic memory of Fox’s 2015 attempt to bring the four to life on the big screen which was, by a generous assessment, a bomb, and has gone on to become widely regarded as one of the worst big-budget cinematic superhero outings in living memory (for some context, this journalist described it as “an unmitigated disaster that threatens [the] franchise’s future” in a one-star review for The National at the time). The good news is that, so far, the early responses to the latest revival have been much more positive.
The spot is running live across multi-channels now in the lead up to the film’s UK release this weekend.
