Red Sparrow has launched a buzzy marketing campaign for the Jennifer Lawrence spy thriller, following up its moody trailers with action-packed clips and TV spots. The most action-packed yet is the new spot that 20th Century Fox just debuted at the Super Bowl.
The past few trailers operated like tone poems, with Lawrence’s Dominika Egorova barely breaking out her shaky Russian accent, but the TV spots have leaned more into bombast. The Super Bowl spot certainly leans toward the latter, and it makes sense since commercials can cost up to $5 million each during this event.
The tense, rapid spot delves into Dominika’s reason for entering the Sparrow program: “I saw something I was not supposed to.” Horrified and faced with a life-or-death choice, Dominika decides to enter the brutal training program, eventually becoming the best Sparrow that the agency has ever produced.
Based on the novel of the same name by former CIA operative Jason Matthews, Red Sparrow follows ballerina Dominika Egorova as she is forced to undergo a brutal training regime to become a Sparrow – a Russian intelligence agent with a set of highly specialized skills involving the art of seduction. But her loyalties are tested when she’s assigned to target CIA agent Nathaniel Nash, an American mole in Russia, who persuades her to become a double agent.
Watch the video here:
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