Bradley Cooper Pushes Drugs in LIMITLESS Viral Ad Campaign

     December 9, 2010


Forget red and blue pills; the clear pill is the last drug you’ll ever need! At least that’s what Bradley Cooper promises in his new promo for Limitless. The ad looks remarkably like the all-too-common pharmaceutical commercials on TV, but it’s actually part of a recently launched viral marketing campaign for the upcoming film.

The picture — directed by Neil Burger (The Illusionist) — is an adaptation of Alan Glynn’s novel, The Dark Fields, which focuses on Eddie Morra (Cooper), a writer who stumbles upon a performance-enhancing drug. The drug, known as NZT, allows Morra to “access 100% of his brain, learn new languages and conquer Wall Street.” All’s well until the downside of the drug starts to affect him, with side effects such as “paralysis, psychosis, brain damage and sudden death.”

Limitless also stars Robert De Niro, Abbie Cornish (Bright Star) and Anna Friel (Land of the Lost), with a screenplay written by Leslie Dixon (The Thomas Crown Affair). Hit the jump to view the viral promo and unlock your full potential.

Get sold on Bradley Cooper’s NZT commercial:

As far as viral marketing goes, the campaign for Limitless is looking to be one of the most thorough I’ve seen in a while. Recent marketing for TRON: Legacy, Inception and especially The Dark Knight raised the bar for studios to get their audiences involved by doing more than just purchasing a ticket. Limitless won’t be nearly as successful as those films, but so far the ad promo and website appear very clean and well-defined, almost indistinguishable from a legitimate pharmaceutical site. There’s even a number to call for more information.

(1-855-CLEAR-PILL – I called it. It’s moderately funny if you have three minutes to kill and no real life to speak of.)

Watch the commercial again. Doesn’t it make you want to try NZT? I mean, come on, any pill that I could take once a week and would turn me into Bradley Cooper? Sold! Until you get to the side effects:


“Some of these side effects can be life threatening and include insomnia (difficulty sleeping), extreme back pain, frequent urinary tract infection, nausea, vomiting, nasal congestion, mouth dryness, acute sensitivity to sound and light, weakness, exhaustion, feelings of extreme thirst and hunger, glandular issues, organ failure, increased sexual appetite or lack of sexual desire, impotence and feelings of limited self worth.  Others reported experiencing violent thoughts, brain damage, blackouts, suicidal feelings, homicidal feelings, extreme paranoia, rapid aging, time dysplasia, psychosis and possibly even death.”

That’s where it becomes clear that this is a movie promotion which is taking jabs at our culture’s pharmaphilic tendencies. How strange is it that at least half of these complications are things we here in actual commercials on a daily basis?

For me, this viral campaign has done exactly what it set out to do. It grabbed my attention and made me look into Limitless past just a cursory glance. Depending on the direction they take it, the film could rank up there in my all-time favorite drug dramas. You’ve got your classic psychedelics like Valley of the Dolls, A Clockwork Orange and Alice in Wonderland.

Then there are the war-time drug epics Apocalypse Now and Jacob’s Ladder, which, respectively, showed the effects of recreational and prescribed drug use in the military. Or maybe Limitless will take a more contemporary view of lifestyle drugs and how they change our lives, as in A Scanner Darkly, Donnie Darko and Requiem for a Dream.

Limitless releases March 18th, 2011. While we wait, tell me, what’s your favorite drug-related movie?


Around The Web

Latest News

BLACK PANTHER: Ava DuVernay Passes on Directing the Marvel Film

The 'Selma' filmmaker says she and Marvel had different ideas about what a 'Black Panther' movie should be.

High-Res Presentation Reel Reveals the JOHN CARTER that Could Have Been

This actually looks awesome.

BATMAN V SUPERMAN Scenes Include a Rainy Rooftop Battle and Solemn Chats with Alfred

Get ready for some more crash-bang destruction, now with twice the superheroes!

Skydance CEO & COO David Ellison and Dana Goldberg and Director Alan Taylor Talk TERMINATOR GENISYS

The director and producers talk first cut, deleted scenes, what they learned from friends and family screenings, Easter eggs, and more.

Disney’s 9 Most Wicked Animated Villains

Haleigh, Matt, and Dave single out their picks for best Disney Animated villains, ranging from Snow White's Evil Queen to Hercules' sassy ruler of the Underworld.

New ANT-MAN Trailer Disses the Iron Man Armor

Hank Pym believes that a suit designed to make someone shrink down to the size of an ant isn't “cute technology”.

Matt Bomer on MAGIC MIKE XXL, the WHITE COLLAR Ending, Shane Black, and More

The actor discusses his adoration for 'Kiss Kiss Bang Bang's Gay Perry, working with Black on 'The Nice Guys', and how 'E.T.' made a strong impression on him as a child.

SELF/LESS: Four Clips & Behind-the-Scenes Footage Reveal the Side Effects of Death

The new 'Self/less' clips finally show off some of Tarsem's signature flair.

New PRIDE AND PREJUDICE AND ZOMBIES Images Prepare for Proper Slaying

Director Burr Steers says his spin on Austen’s novel won’t be winking at the camera.

DEADPOOL: The Merc with a Mouth and Negasonic Teenage Warhead Catch a Cab

A new image showcases Wade Wilson and his young, telepathic pal.

Page 1 of 4,02712345...102030...Last »
echo ' '; ?>