Commercial/Dark of the Moon

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Following in the footsteps of the first two live action films, Transformers: Dark of the Moon had its own massive advertising campaign.

Theatrical trailers

[edit]
  • Announcement trailer [1]
Released December 10, 2010 in front of The Chronicles of Narnia: Voyage of the Dawn Treader. Neil Armstrong and Buzz Aldrin's secret mission. "A generation's greatest achievement... our nation's proudest moment... a secret hidden for 40 years." "Neil, you are dark on the rock, mission is a go."
Released April 29 2011, in front of Fast Five. "Our entire space race of the entire 1960s was in response to an event..." "My God." "...if you breathe a word of what you see in here, we'll do you time for treason." "Everything humans know of our planet we were told had been shared. You lied to us, you've made a grave mistake." "From director Michael Bay and executive producer Steven Spielberg... On 7.1.11..." "Years from now, they're gonna ask, where were you when they took over the planet?" "You're gonna be fine, I promise." "It's over, I'm sorry, but it's over." "OPTIMUS!!!" "WHERE IS SHE!!??" "You may lose your faith in us, but never in yourselves. From here, the fight will be your own." "RUN!"
Released May 24 2011. Essentially the same trailer, but with additional footage to take advantage of being screened with the 3D film [[wikipedia:{{#if:|:}}Pirates of the Caribbean: On Stranger Tides|{{#if:||Pirates of the Caribbean: On Stranger Tides}}]].
  • Iridescent Trailer [4]
Posted online June 16, 2011. A trailer created to promote the use of Linkin Park's song "Iridescent" in the film. Tells the story of the song using a series of scenes depicting the principal human characters in a war torn city with destruction happening all around them.
  • Iridescent Trailer 2 [5]
Posted online June 21, 2011. Extremely similar to the first trailer, save for two differences:
  • Prior to the shot of the Cybertronian ship flying through the city, a pan up on the ship has been inserted.
  • The scene of Soundwave pulling Bumblebee back has been removed and the scene of Sam in the wrecked vehicle has been extended to show Carly inside as well.

TV spots

[edit]
  • Super Bowl XLV spot [6]
Aired February 6, 2011. A new sound, close-ups of Shia LaBeouf, Bumblebee, Tyrese Gibson and Rosie Huntington-Whiteley amidst the chaos, and Optimus Prime swooping in on some generics. "On 7-1-11, Earth goes dark."
  • NASCAR Daytona 500 TV spot [7]
Aired February 20, 2011. "Years from now they're gonna ask us, where were you when they took over the planet?" Starscream greets Sam and Carly. "On 7.1.11..." "You're gonna be fine, I promise," "Earth..." Bumblebee transforms "...goes dark." The Wreckers are shown in vehicle mode.
Aired May 25, 2011. "Every thing humans know of our planet, we were told had been shared. You lied to us. You've made a grave mistake." [On June 29] [The battles are over] "It'll be fine, I promise." [The war begins.] "It's over. I'm sorry, but it's over."
Aired May 25, 2011. "Every thing humans know of our planet, we were told had been shared. You've made a grave mistake." [On June 29] "It's starting" [Earth] [Goes Dark] "WHERE IS SHE!!??"
Aired June 1, 2011, one time only on Spike TV. Precision skydiver J.T. Holmes, Director of Photography - Precision Skydiving Unit Rob Bruce, actor Josh Duhamel, producer Ian Bryce, and actor Tyrese Gibson all talk about the shooting of the film's base jumping scene.
  • Biggest Adventure [11]
Aired June 2 2011. "You and your creepy sidekick, you can't be in here without permission." "Get out little doggie." "This is great." "Autobots are off saving the world and I've organized four binders." "Never make it easy, do they?" "It's starting!" The summer's biggest adventure arrives. "Oh it's on baby!" Transformers. A Michael Bay film. "How's your car now?" "That's my car.
Aired June 5, 2011. "'Bee, there's something else going on here. The Moon program, the cover ups, the assassinations, it's all led to this." "This is our fight now." "We gotta move!"
Aired June 13, 2011. This spot is also found with the fan name "New Enemy". "The enemy's return is certain." [The Invasion We've Always Feared] "They've been planning this for fifty years." "The Eagle has landed." [An Enemy We Never Expected] "Humans, are working with the Decepticons." "I told your leaders whom to trust. I was wrong." "WHERE IS SHE!!??" "Fire!"
Aired June 15?, 2011. This spot is usually found numbered as 6 or 7 due to "Birdmen" almost never being counted and NASCAR and or the Super Bowl sometimes not being counted. "Years from now, they're gonna ask, where were you when they took over the planet?" [On June 29] "It's starting!" [The Invasion] "WHERE IS SHE!!??" [Begins]
Aired June 15, 2011. A new clip of Starscream smashing a trash can is shown. Another new clip is shown of Optimus punching Shockwave in the stomach. "You lied to us." [From Director Michael Bay] "You've made a grave mistake." [And executive producer Steven Spielberg] "No one's going in." "I am." "RUN!" [In 3D]
"You and your creepy sidekick, you can't be in here without permission." "Giddyup, little doggie." On June 29th, the summer's biggest adventure arrives. "That was smooth Bumblebee."
"You can't park your car here sir." "That's my car." This summer, only one team... "It's starting!" can save our world. "Uh-oh." Transformers. A Michael Bay film. "Oh that was smooth Bumblebee."
"Today, we take the battle to them." June 29th, the summer's biggest adventure takes off. "I love this car." Transformers. A Michael Bay film. "You can fly this thing right? What is that, 'so-so'?!?"
"The 'Cons are hiding something. This thing goes back fifty years." "Well if you breathe a word about what you see in here, you'll do time for treason." "I'll take my orders from the Autobots." [On June 29] "Decepticons will never leave your planet alone." "It's starting!" "You're not a soldier, you're a messenger. You've always been a messenger." "WHERE IS SHE!!??"
"Today, we take the battle to them." "Oh it's on baby!" [The Battles Are Over] "Here they come!" [The War Begins] "WHERE IS SHE!!??" "Fire!" [In 3D]
"You lied to us. You've made a grave mistake." [On June 29] "It's starting!" [Our Fight] "It's time to make a stand!" [For Freedom] "Fire!" [Begins] "Today, we take the battle to them."
"You lied to us. You've made a grave mistake." "RUN!" [In 3D]
Notes: This ad has at least two different end tags, one stating a June 29th release and another stating the movie's release as "Wednesday".
[On June 29] "The Decepticons have been planning this for fifty years." [Our Fight Begins] Transformers "You can fly this thing right? What's that, 'so-so'?!?"
On June 29th... [3D] 3D is transformed.
"Today, we take the battle to them." [On June 29] "It's starting." "We've only got one shot." "One shot's all we need."
Notes: This ad has at least two different endings, one stating a June 29th release and another stating the movie's release as "Tomorrow".
Aired June 22, 2011 during Wipeout. "You may lose your faith in us, but never in yourselves." "I'm sorry, but it's over." "No one's going in." "I am." "Gear up! The world needs you now." [We Faced A Few] "Here they come!" "Oh it's on baby!" [On June 29] "WHERE IS SHE!!??" [We Fight Them All] "Fire!" [In 3D]
This year... [This Year] 3D... [3D] is transformed.
"The day will never come, that we forsake FREEDOM!" [In 4 Days] "Oh it's on baby!" [We Fight Back] "We will kill them all."
Aired June 22, 2011. "Today, we take the battle to them." In four days... "Get out little doggie." One 3D adventure will change everything. "Why do the Decepticons always get the good stuff?" "That's my car."
Notes: This ad contains the one and only instance of a line from one of the movies being edited for language. Epps's line is changed from "good shit" to "good stuff".
"You lied to us. You've made a grave mistake." "You'll be fine, I promise." [In 3D]
Tomorrow... "Humans are working with the Decepticons." "Impossible." ...the truth will change everything.
"The enemy's return is certain." "It's starting!" ["Spectacular" — Pete Hammond, Backstage Magazine] ["Awesome." — Pete Hammond, Backstage Magazine] ["Jaw dropping." — Harry Knowles, Aintitcool.com] ["The best Transformers yet." — Pete Hammond, Backstage Magazine]
Notes: The fact that three of the quotes come from the same critic and the fourth is from a web review kinda speaks for itself.
"Decepticons have been planning this for fifty years." "The enemy's return is certain." "They're back to start a war." "It's starting!" [This Wednesday] [Our Fight] [Begins] "We're goin' in." "You're gonna be okay. I promise." "You may lose your faith in us, but never in yourselves. From here, the fight will be your own." "OPTIMUS!!!"
This summer...only one team...can save our world. "That kid is an alien bad news magnet." "You gotta move faster Bee! GO!"
"You gotta move faster Bee! GO!" The summer's biggest 3D adventure... "Here we go!" ...has arrived. "The Autobots are here."
On June 29th, nothing comes close... "Fire!" ...to the 3D event that changes everything. "That kid is an alien bad news magnet." "I love this car."
Critics and audiences everywhere are raving...about the number one movie in the world. "This is our fight now!" It's 'The best summer movie in years.'
Critics and audiences everywhere are raving...about the number one movie in the world. "You'll be fine. I promise." It's 'The best summer movie in years.'
"Faster, faster Bee! Go!" "Ahhhh!" ['An incredible theatrical experience' - Today.com] ['Sets the new standard' - Drew McWeeny, Hitfix.com] "Ahhh!" ["The best summer movie in years." - Rusty Gatenby ABC TV]
Notes: Believe it or not, [[wikipedia:{{#if:|:}}Drew McWeeny|{{#if:||Drew McWeeny}}]] is a real person. And yes, that is his real name. You can't make this stuff up.
[What you are hearing] [was created] [by the best sound team] [of the year] [What you are about to see] [was created] [by the best visual effects team] [of the year] [Recognize the artists] [who transformed movies forever] [Nominated for 3 Academy Awards® Best Sound Mixing Best Sound Editing Best Visual Effects] [Transformers: Dark of the Moon] Rated PG-13

TV tie-in commercials

[edit]

  • Burger King
  • Bacon Cheddar Ranch Tendercrisp [41]
Optimus and Shockwave duke it out in front of a Burger King joint, while an oblivious couple feast on Bacon Cheddar Ranch Tendercrisp chicken sandwiches.
Not even the end of the world will make you put it down.
A kid describes the virtues of Burger King's all-new chicken tenders. He goes to say that he can get them along with one of eight toys inspired by Transformers.
Notes: Features clips from the film of Optimus Prime looking serious, Bumblebee executing parkour moves, and Prime flying with his jet pack.


  • Chevrolet
  • Transformers: Dark of the Moon Super Bowl XLV Chevrolet Camaro TV Spot [43]
Bumblebee goes ape on an obnoxious dealer in a squirrel costume. "Chevy runs deep."
Uses a series of clips from the film of Bumblebee racing through a war torn city, deploying his Stealth Force weapons, and transforming to use parkour to save Sam before a cut is made to another shot of Bee in vehicle mode.
You may never have to out run a Decepticon invasion. It's just nice to know you can.
The paper's Double A, the cleavage is double D.
Posted on the Chevrolet Camaro Facebook page on June 28, 2011. A minute and a half long trailer featuring lots of footage of the Chevrolet cars as they appear in the film.

  • Double A transforming paper [46]
People run as Laserbeak transforms and attacks because his copier mode isn't being fed good paper. "Don't feed your copier cheap and rough paper," intones the voiceover, as a woman sporting cleavage fetches Double A paper from a closet.
"Double A is transforming paper. High performance. Super smooth. Double A. Double quality paper."

"Optimus, no! That's not what I meant by 'Let's shoot some hoops'!"
Mark Cuban and Jay Harris are on the phone. Cuban remarks he has a guy to be the big man on his basketball team, but they're playing it close. Cuban dodges questions about his big man's origin. It turns out to be Optimus Prime. He fires his basketball from his blaster, shattering a backboard, then stomps on the ball. "We're gonna need a bigger bus," remarks Cuban.
Notes: This ad continues a pattern of wanton destruction by the leader of the good guys started in the Revenge of the Fallen M&M's ad.


Bumblebee HATES cameras.
Uploaded February 14, 2011. Renders of Megatron, Starscream and Shockwave are followed by Bumblebee deploying from a cargo jet. Optimus Prime narrates: Evil...can take many forms. So...can we. The ultimate battle is coming. [Change The Fight]
  • Gameplay Reveal Trailer [49]
Uploaded May 26, 2011. Optimus Prime narrates: Evil is not confined to a time, a place or a form. It can lie dormant, only to rise again, with a new plan for destruction. We cannot rely on will alone. We must seize any battle, engage any enemy, and defend our home. When evil changes the reasons for war, you change the way you fight. [Change The Fight]
  • Multiplayer Trailer [50]
Uploaded May 26, 2011. [Your Favorite Transformers Characters] [Your Team] [Your Choices] [Our Future]
Uploaded June 13, 2011. Features a combination of cut scene footage and gameplay footage, some of which is reused from previous trailers. Soundwave disengages from a satellite. Optimus Prime drives through a wall, then transforms to take aim. Megatron and Warpath walk. Cut to Bumblebee going into Stealth Force mode. Optimus Prime shoots down a helicopter, Dino slams down a Decepticon. Bumblebee lands in a kneeling position. A group of autobot fliers deploy from a cargo jet. Shockwave awakens. [All Will Rise Before The Dark] Prime fires a shot while Ratchet and Warpath look on. [The Fight] Prime jacknifes to slam his trailer into Megatron before leaping into an attack. [Has Just Begun] Ironhide dodges blasts before transforming and launching his own. Megatron fires an electrical blast at Ironhide and Bumblebee. Prime with his jet pack attacks Megatron from above and behind. This is followed by more action scenes of various Autobots and Decepticons fighting.
Aired June 13, 2011. Just a montage of cut scene footage, most of which is seen in the trailers. This footage includes Bumblebee landing on one knee, Megatron strafing the camera, Bumblebee going into Stealth Force mode, Ironhide dodging blasts before transforming and returning fire, a group of autobot fliers deploying from a cargo jet, and Prime and Bumblebee jumping down off a high ledge then shooting at Megatron.

Toys

[edit]
Narration: Covert Operator
Toy Segment: A narrator describes the 16 Weeks of Cyber Sweeps contest, and tells how to enter, while images that pertain to his spiel are shown.
Notes: Aired March 28, 2011.


  • Robo Power Cine-Masks [54]
Narration: Bright-eyed
Toy Segment: "I can't believe you're wearing that!", says the guy not wearing glasses to a 3D film. "This thing's awesome! I'm Optimus Prime." "Dude, I am not sitting next to..." [sees everyone in the audience wearing Optimus and Bumblebee masks] "...you. I'll be right back."
Notes: Aired May 14, 2011."
Are you ready for 3D?


Narration: Bright-eyed
Toy Segment: Guy sitting next to a girl in the cinema sees another guy wearing an Optimus cine-mask, only to realize he's the boyfriend of the woman sitting next to him, and has gotten her a Bumblebee cine-mask.
Notes: Aired May 16, 2011.
Girls love a masked man.


Narration: Kid Transform
Toy Segment: A preteen is shown transforming Voyager Optimus Prime, Deluxe Starscream and Leader Sentinel Prime.
Notes: Aired May 20, 2011. The background music is a rap/rock song which is easily the best rap in a Transformers commercial to date. The 15 second version of the ad shows Deluxe Bumblebee after Optimus Prime instead of Starscream and Sentinel Prime.
Show me any vehicle and I'll show you a "robot in disguise".


Narration: Covert Operator
Toy Segment: A kid manipulates a spherical touch screen to choose his Cyberverse components while the narrator extolls the virtues of the Cyberverse.
Cyberverse. Collect the world.


Narration: Kid Transform
Toy Segment: Similar to the first MechTech one, but with Voyager Shockwave and Deluxe Nitro Bumblebee.


  • MechTech Ultimate Optimus Prime [61]
Narration: Kid Transform
Toy Segment: The same preteen from the other MechTech ads is shown transforming Optimus Prime and demonstrating the features of his trailer.
Now I've mastered the ultimate robot in disguise.


  • Cyberverse Ark Playset [62]
Narration: Covert Operator
Toy Segment: A kid manipulates a spherical touch screen in order to see a demonstration of the Ark playset's features.
The massive world of Transformers can be yours to command.

Animation: Optimus Prime drives down a road, then runs next to Bumblebee as he drives down a road.
Narration: Covert Operator
Notes: This commercial advertises a contest where a kid between the ages of 6 and 15 could win a ride to school with Optimus Prime and $1,000 USD worth of toys by entering at PrimeStyle.com.


Animation: Optimus Prime stands with his arms crossed in front of a monitor.
Narration: Covert Operator
Toy segment: The narrator describes the $20 for $20 promotion, detailing what you get in a bonus pack for purchasing $20 USD worth of Transformers as images of said items are shown. He then instructs us to visit PrimeStyle.com for more details.

Home Video

[edit]
  • DVD/Blu-ray Spot [65]
"...if you breathe a word of what you see in here, you'll do time for treason." September 30th...is Transformers Friday. Bring home the best action movie ever. Transformers. Own it on DVD and Blu-Ray combo pack September 30th.


  • DVD/Blu-ray Spot 2 [66]
On September 30th one of the best action movies ever... "Alright, here we go!" ...comes home. "Smooth move Bumblebee." Own Transformers on DVD and Blu-Ray combo pack September 30th.


  • DVD/Blu-ray Spot 3 [67]
Critics everywhere hail Transformers 3. "You'll be fine. I promise." Now, you can own the best action movie ever. Transformers. Own it on DVD and Blu-Ray combo pack September 30th.


  • DVD/Blu-ray Spot 4 [68]
On September 30th, you can team up for the Blu-Ray event of the year. "OPTIMUS!!!" "You can fly this thing right? What is that, 'so-so'?!?" Transformers. Own it on DVD and Blu-Ray combo pack September 30th.


  • DVD/Blu-ray Spot 5 [69]
"Faster, faster Bee! Go!" [On September 30th] "Ahhhhhh!" ["The best action movie ever." - Rusty Gatenby ABC TV Minneapolis] "Ahhhh!" [Arrives on DVD & Blu-Ray] "Ahh!" Transformers. Own it on DVD and Blu-Ray combo pack September 30th.


  • DVD/Blu-ray Spot 6 [70]
"We gotta move!" September 30th is Transformers Friday. Bring home... "Fire!" ...the best action movie ever. Transformers. Own it on DVD and Blu-Ray combo pack September 30th.


  • DVD/Blu-ray Spot 7 [71]
"Giddy up little doggy." September 30th is Transformers Friday. You can own one of the biggest adventures of the year. "That's my car." Transformers on DVD and Blu-Ray combo pack September 30th. Rated PG-13.


  • DVD/Blu-ray Spot 8 [72]
On September 30th, the best action movie ever, arrives on DVD and Blu-Ray. Transformers. Own it on DVD and Blu-Ray combo pack September 30th.


"And next up on HSN we have a real treat for you. It's our deal of the day, a Transformers DVD set which sells at retail for $150. We're doing the lowest price we've ever done for a Transformers set, just $69.99."
  • Michael Bay Showcases Transformers Blu-ray Limited Edition [73]
Michael Bay espouses the virtues of the Transformers: Dark of the Moon Ultimate Edition Blu-Ray 3D combo pack and the Transformers Ultimate Collector's Edition.


Alright, I've hacked Bumblebee's core processor, now to see how fast he can go.
  • Transformers: Dark of the Moon Ultimate Edition trailer [74]
The biggest action movie ever just got bigger. Transformers: Dark of the Moon now on Blu-Ray 3D combo pack. "Today, we take the battle to them." Join Michael Bay, the director who redefined the action movie as he redefines 3D. "The amazing thing about 3D is it actually focuses the audience on the action you want them to see." "Everything's much better in this movie. It feels magical." With over three hours of behind the scenes special features. "I've never been challenged like this in my life. I feel very grateful to Michael, he's totally dedicated to these movies." Take an all access journey with the cast and crew and witness the most epic Transformers shoot yet. "It's like nothing you've ever seen. It's really crazy." "Run!" Take a white knuckle thrill ride with the Wingmen as they attempt some of the most death defying aerial stunts the world has ever seen. "When people see it, there's going to be a natural tendency to believe that it's fake and in fact it's not. It was all done real." "Michael Bay's movies are rad because he has real action and he places value on that." Explore the groundbreaking art and sweeping environments of Cybertron. "Michael, he had a meeting with Spielberg. He really wanted to feel that it's being transported from a different dimension." See Chicago transformed into the movie's largest action set. "This is an American city. And they gave it to Bay like 'Play, it's your sandbox.'" "It was fun to be a part of that and to know they were as excited as we were." Witness the climactic battle from every angle. "Once again, Michael Bay has outdone himself." Discover the secrets behind the filming of the epic falling building. "The engineering feat of the building sequence was a major challenge." "We sheeted that with glass, waxed it, and slide the actors down it." "Whoa!" And that's just the beginning. "We gotta move!" Get inside the action with the Ultimate Edition Blu-Ray 3D combo pack including Blu-Ray 3D, Blu-Ray and DVD. "Why do the Decepticons always get the good stuff?" And with an UltraViolet digital copy, you can experience the biggest action movie of the year any time, any where. "Alright, here we go!" Transformers: Dark of the Moon. Own on Blu-Ray 3D combo pack January 31st.
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