Tom Cruise’s new film Digger has launched a bold online ad campaign that directly addresses the movie’s poor critical reception. The ad features Cruise in his role as the character Digger, delivering the line: “You know what? Fuck those people!” The quote is now repurposed to target critics who gave the film negative reviews.
Marketing Strategy: Turning Criticism into Controversy
The ad’s message suggests that a provocative, passionate film like Digger is inherently divisive, urging audiences to make up their own minds. While this is true, the same logic applies to films that receive universal praise. The campaign juxtaposes critical insults with superlatives, such as “UNPLEASANT – MASTERPIECE” and “BAFFLING – BRILLIANT,” concluding with the tagline “SAME FILM – DIFFERENT TRUTH.”
This approach mirrors Francis Ford Coppola’s Megalopolis, which also rebranded negative reviews as evidence of unappreciated genius. However, that campaign backfired when it was revealed that some quoted reviews for Apocalypse Now and The Godfather were fabricated.
Who Is Being Quoted?
The Digger ad appears to quote entertainment journalists on social media, who are reportedly surprised to see their comments cited. It does not reference longform reviews, instead focusing on the Rotten Tomatoes aggregation score, which holds significant weight in the movie marketplace. The campaign aims to shift the narrative from criticism to debate, blending praise and mockery into a perceived controversy.
However, the underlying reality is that Digger was never intended to be divisive. It was designed as a sophisticated film with glamorous stars and a liberal message that could unite audiences. Director Alejandro González Iñárritu and producer-star Tom Cruise are entitled to disdain critics, but the ad’s strategy risks alienating the very press that could support the film’s awards season prospects.
The campaign’s success remains uncertain, but it follows a risky precedent set by Megalopolis, whose similar tactic led to public embarrassment. Whether Digger can avoid the same fate will depend on how audiences and critics respond to this unconventional marketing approach.
