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Peter Bretter Defaces San Francisco - Screw You Sarah Marshall!

by Alex Billington
March 18, 2008
Source: SlashFilm

Uh oh! Forgetting Sarah Marshall's Peter Bretter seems to have just learned that his girlfriend Sarah Marshall is seeing another guy behind his back. Pete from SlashFilm has stumbled across some notes Bretter left around San Francisco - and they're not too nice (although they're at least true). While I don't know how specifically effective this sort of viral marketing is, I do certainly love it. Don't f*ck with Peter Bretter, or he'll leave you big nasty notes in your city, too! Check out a few more photos below.

This time I'm on Peter Bretter's side - screw you Sarah Marshall! Who would ever dump the loving and caring Peter for that nasty British hack Aldous Snow? Too bad I don't live out there or I'd be out spray painting with Peter myself! Even Peter says on his blog at ihatesarahmarshall.com: "So, I used the money that I spent on her engagement ring to buy every available billboard around town. (That's right Sarah I was going to propose to you. I was just waiting for the right time. I guess that time is never O'clock in the month of Nev-ruary)." Take that Sarah!

Forgetting Sarah Marshall Advertising

Struggling musician Peter Bretter (Jason Segel) has spent six years idolizing his girlfriend, television star Sarah Marshall (Kristen Bell). He's the guy left holding her purse in paparazzi photos and accidentally omitted from acceptance award speeches. But his world is rocked when she dumps him and Peter finds himself alone. After an unsuccessful bout of womanizing and an on-the-job nervous breakdown, he sees that not having Sarah may just ruin his life.

To clear his head, Peter takes an impulsive trip to Oahu, where he is confronted by his worst nightmare: his ex and her tragically hip new British-rocker boyfriend, Aldous (Russell Brand), are sharing his hotel. But as he torments himself with the reality of Sarah's new life, he finds relief in a flirtation with Rachel (Mila Kunis), a beautiful resort employee whose laid-back approach tempts him to rejoin the world. He also finds relief in several hundred embarrassing, fruity cocktails.

If you want to hear more about how much Peter now hates Sarah, then head over to his blog: ihatesarahmarshall.com. He really lets it all out over there. "CONTEST: I will pay anybody $500 who can tell me what jackass she left me over. $1000 for photographic evidence. $5000 if she's naked and I can sell it to Perez Hilton."

Forgetting Sarah Marshall

I saw Forgetting Sarah Marshall's at SXSW and loved it (read the damn review already). It is definitely a Judd Apatow film that will have you laughing as much as in Knocked Up and Superbad but doesn't forget to also include humanity and realism (albeit the sad reality of losing a significant other). Don't forget to check it out in theaters on April 18th and in the meantime, make sure to deface your own local bus stops in the name of Peter Bretter and his stupid ex-girlfriend!

Has Peter stopped by your city and left notes for Sarah, too?

Explore tags: Cool Stuff, Hype

John

I saw a ton of this "viral" marketing in Chicago last weekend. And when I say ton, I mean around every corner. The group I was with (who knew nothing about the movie) commented that they thought it was excessive and borderline annoying that there were so many of the ads.
Melissa

Ha! I've been seeing them around SF and am pretty amused by them. More amusing, however, was someone's typical SF reply- pasted on a bus stop bill board. It read "I'm so tired of this sexist BS! Leave her alone!" It is such a strange city. (Ps, there was an F word in there but I just edited it out)
craziemutant

eh, i've been kind of watching this viral as it's happening and to be honest, i think it's poorly done. it feels pretty lame and a waste of resources. they're using pictures from the movie website, they link you to the movie website from the blog(which takes you out of the illusion that it's really happening), and i hate how he says "baby". i'm still watching this viral but i'm not liking it. who's behind this viral anyway?
EDA

ha ha sounds like this marketing kinda backfired eh? it seems to just be annoying people.
TMK

Thank you for this post, as it lends a nice personal assessment to this ad campaign that has been gaining steam over the past few weeks. While it seems that almost everyone who views these advertisements has an opinion either strongly in favor of or opposed to the harsh words that adorn these understated posters, the question that ultimately matters to the film producers is not necessarily whether they are well liked or not, but will they sell the film to a wide audience? In your post, you state that you, "don't know how specifically effective this sort of viral marketing is," yet your response to the campaign is a strong suggestion that these ads (and their back story via the blog) can potentially create a strong association between the character of Peter Bretter and young males who can relate to his situation. Indeed, your desire to "be out there spraying with Peter [yourself]," seems like the ideal reaction that the studio wanted out of your demographic. Obviously, when the demographic changes, these publicly displayed sentiments will lose their personal I've-been-there-before appeal. Do you feel that the campaign will still effectively attract audiences who are merely amused by the billboards rather than drawn into their story, as you are? As for the aforementioned blog attached to the campaign, there are many aspects of it that distinguish it as a marketing tool as opposed to a legitimate webpage, such as stills from the film and a timeline of events that don't necessarily mesh with those of the movie itself. Although you obviously can see it for what it is, in your post, you play up the fun of it being written by "Peter." Do you think these details are as important to the campaign as they have proven to be in the marketing of such films as Cloverfield and The Dark Knight or do you think that breaking the illusion of there being a real blog, a real blogger, and real graffiti around the city will not affect the success of the marketing strategy? I feel that the outdoor posters are indeed relatable and clever, but that more effort should have been put into carrying on the illusion rather than giving up on it once a link is clicked and a trailer for the movie pops up. Sure, we all know it is for a movie, but if I can suspend my disbelief from the moment I see the advertisement for Forgetting Sarah Marshall, I will be all the more inclined to step into the theater to continue that experience.