In 2022, teenagers across the country embraced the trend of #GentleMinions, as they eagerly awaited the release of the Illumination film Minions: The Rise of Gru. Dressed in suits and tuxedos, these young fans celebrated the beloved film franchise that had been a part of their upbringing. The movie, distributed by Universal, proved to be a massive success, grossing over $939 million at the box office.
This year, Illumination is once again captivating audiences with the upcoming release of Despicable Me 4. To generate buzz and engage fans, the studio enlisted the help of NBA star Nikola Jokic, known for his playful personality. During a playoff game, Jokic made a grand entrance dressed as Gru, the iconic character from the Despicable Me series. The internet erupted with memes and jokes, spreading rapidly across various social media platforms.
As part of a clever marketing strategy, Illumination unveiled a new commercial for Despicable Me 4 during the game, featuring Jokic as the star. The ad humorously portrays the Minions mistaking Jokic for Gru, leading to comical interactions between the NBA player and the animated characters. Jokic's good-natured response to the situation further endeared him to fans, showcasing his willingness to embrace the fun and lighthearted spirit of the franchise.
This orchestrated event serves as a reminder of the power of viral moments in today's digital age. Blurring the lines between reality and marketing, Universal and Illumination successfully leveraged social media to create excitement and anticipation for Despicable Me 4. As audiences eagerly await the film's release, the playful interaction between Jokic and the Minions has undoubtedly left a lasting impression, further solidifying the enduring popularity of the beloved franchise.
