This obviously isn’t the biggest campaign of the month or week but it still works, especially for those members of the audience who are attuned for smaller character dramas as this one appears to be. The focus is clearly on Letts and Winger, who each show that they’re turning in great work as the distant married couple who finds that happiness appears to be right in front of them, the last place they were going to look.
There aren’t a whole lot of surprises in the campaign, which is to be expected. The core message here is that, as is the case with many sequels, the things you liked most about the first movie (the soundtrack, Groot, Drax’s blunt style) are back and better than ever. Baby Groot is front and center throughout the marketing, especially in terms of the cross-promotions from corporate partners, promising to provide a fair amount of comic relief to the story and providing a nice non-human face for the campaign. Basically if you’re not on board with Baby Groot hijinks you probably won’t enjoy the movie very much. I don’t think that will be a problem, though.
There’s some good stuff in here as the campaign sells a pivotal moment in the lives of the characters we’re following, as well as the lives of their children. Everyone will be impacted by what transpires here and we’re promised a tense drama that shows otherwise good people making hard choices to follow, for one reason or another, the path they feel is best. The conflict, then, comes from how what one person sees as the most sensible and correct course of action for themselves and their children. It may suffer a bit from being yet another “white people with money try and figure out how to stay out of trouble” story, but that can’t be held against the marketing fully.