Minions: The Rise of Gru
Universal Pictures / Illumination
Campaign Focus: Trailer, TV & Digital
After pandemic-related delays and a saturated family-film market, Minions: The Rise of Gru needed to re-establish the Minions brand as culturally relevant and fresh. The challenge: mobilize both kids and meme-savvy teens while reminding audiences why they fell in love with the franchise in the first place.
Solutions:
Super Bowl Launch
To launch Minions: The Rise of Gru with maximum impact, the campaign strategically debuted a playful, high-energy trailer during the Super Bowl, one of the most-watched television events of the year. The spot reintroduced the beloved franchise to a massive, cross-generational audience, blending slapstick humor with cinematic spectacle to reignite excitement among families, kids, and meme-savvy Gen Z viewers alike. The Super Bowl moment helped position the film as a major theatrical event and sparked a wave of social buzz that carried through to release.
"Get Ready"
Super Bowl Spot
A Trailer That Speaks All Languages (Especially Meme)
For the final trailer of Minions: The Rise of Gru, the campaign shifted into full event mode, delivering a fast-paced, joke-packed spot that showcased new characters, big action, and signature Minions chaos. Timed to build peak anticipation just ahead of release, the trailer was designed to energize core fans, activate families, and keep the film top-of-mind in a crowded summer landscape. The result was a loud, confident push that helped solidify the movie as a must-see event for all ages.
"New Adventure"
2023 Clio Entertainment
Bronze
Results
-Trailer amassed over 50 million views across platforms in the lead-up to release.
-Sparked the viral #Gentleminions trend, where teens dressed in suits to attend screenings—leading to sold-out showings and international press coverage.
-Became the highest-grossing animated film of 2022 with $940M worldwide.
-Drove renewed interest in Minions merchandise, mobile games, and streaming content.
-Demonstrated a rare cross-generational appeal, blending meme culture with family entertainment.
Takeaway
Minions: The Rise of Gru proved that even an established brand can feel new with the right trailer and a finger on the pulse of internet culture. By leaning into nostalgia, humor, and unexpected viral moments, the trailer campaign helped turn a sequel into a full-blown cultural moment.
“ Highest-grossing animated film of 2022.”