Big Power behind Ant-Man’s poster

Ant-Man, released in 2015 and starring Paul Rudd as Scott Lang, is part of the Marvel Cinematic Universe. Scott Lang is a thief with a good heart and is given the Ant-Man suit by Hank Pym himself (played by Michael Douglas) after being tricked into stealing it in the first place. The suit allows Scott to shrink to the size of an ant but giving him super strength at the same time.

There was a slew of posters that came out to market the film. However, the one above designed by BLT Communications was the most effective. The title of the film, Ant-Man, is set in large type at the bottom of the poster. Right in the center of the white space, you see a dark spec. Upon further review, you notice that it is Ant-Man himself, in his all-powerful, ant-sized form. It forces the viewer to look closer at the poster and see the power of his suit.

This poster is reminiscent of the classic “Think Small” Volkswagen Beetle advertisement designed by agency Doyle Dane Bernbach in 1959. The ad focused on what made the Volkswagen different, which was that it was smaller than other cars on the market at the time. It had a small Volkswagen Beetle surrounded by white space, with the copy “Think Small” at the bottom. It’s really perfect.