Just another Jimmy’s Daily Planet electronic letter.

Seizing the opportunity for a viral video moment, Marvel creatively filled in the narrative gap for where the mighty and powerful Thor was during the 2016 movie Captain America: Civil War. The general tone of the Marvel cinematic superhero universe is bright, explosive fun with comic book dialogue. And this lighthearted aura opens the door for marketing strategies that play on that entertaining dynamic.

Exhibit A:

By the hammer of Thor, that’s awesome.

Have a Mighty Week!