Despicable Me 4 Wraps Gru’s Scarf Around London Tower Bridge

Following House of the Dragon's successful viral marketing stint, where gigantic banners take over popular landmarks around the world, Illumination studio has followed suit to promote its upcoming movie "Despicable Me 4." 

In an X post by pop culture account @discussingfilm, Gru's (played by Steve Carell) iconic scarf was "spotted" wrapped around London's Tower Bridge, as well as New York's Statue of Liberty.

Gru’s scarf has appeared on London’s Tower Bridge and the Statue of Liberty ahead of the theatrical release of 'DESPICABLE ME 4'

(1/2) pic.twitter.com/iVgdoddrQQ

— DiscussingFilm (@DiscussingFilm) June 21, 2024

"Tower Bridge got a little more despicable...." Universal Pictures captioned in a TikTok post of the same video. 

A follow-up post shows the black and gray shawl making an appearance on the Sydney Harbour Bridge and the Sugarloaf Mountain located in Brazil.

However, just like House of the Dragon's gigantic banners, Gru's scarf was revealed to use CGI effects to look realistic on video.

Illumination and Roblox Team Up for In-Game Items

To further generate hype for the film, the animation company has teamed up with Roblox to offer fans of both franchises a chance to have Minion-themed in-game items.

The Minions backpacks are slated to drop before July and may be redeemed through a Roblox gift card.

One week left to get one of these exclusive @Minions backpacks. Purchase a Roblox gift card on Amazon and redeem it today to claim your Gru-approved item. https://t.co/W5lnTOivYdpic.twitter.com/lg5tbWTO1g

— Roblox (@Roblox) June 21, 2024

Previously, the popular online game introduced the "Despicable Me 4 - Roblox Heist Obby," a new user-generated 3D experience where users can play different modes alongside Gru and the Minions. 

This kind of collaboration between industry giants is a great example of how top-rated advertising agencies would execute large-scale movie promotions.

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