Captain Marvel is the first movie since Ant-Man/Dr. Strange to have a completely unproven, unknown character as the centerpiece. She doesn't have a strong comic presence, and her "gimmick" - space fighter with a vague cosmic powerset and amnesia - is hard to click with immediately.
I probably would have leaned hard into the 90s stuff for early ads. Something that makes it feel special, like the goofiness of Ant-Man or the pure, unadulterated blackness of Black Panther. Right now it has a sort of "what are you bringing to the table that the MCU hasn't already done?" vibe. You can say first female lead but that doesn't feel like it's in focus.
I do really like the Superbowl ad though. "Higher, further, faster." is a great tagline, and it makes those feminist vibes more explicit.
I probably would have leaned hard into the 90s stuff for early ads. Something that makes it feel special, like the goofiness of Ant-Man or the pure, unadulterated blackness of Black Panther. Right now it has a sort of "what are you bringing to the table that the MCU hasn't already done?" vibe. You can say first female lead but that doesn't feel like it's in focus.
I do really like the Superbowl ad though. "Higher, further, faster." is a great tagline, and it makes those feminist vibes more explicit.