Film: Minions: The Rise of Gru

Client: Universal Pictures / Illumination

Campaign Focus: Trailer, TV & Digital

Objective

Reignite interest in the Despicable Me franchise and drive theatrical attendance among families and Gen Z audiences.

Challenge

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

"Get Ready"
Super Bowl Spot

A Trailer That Speaks All Languages (Especially Meme)

The official trailer, released in early 2020 and re-promoted ahead of the 2022 release, leaned into the film’s retro 1970s setting, fast-paced slapstick, and the irresistible appeal of young Gru. With a soundtrack featuring vintage hits and classic Minions chaos, the trailer instantly resonated across age groups.

"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.”

Case Study.