Activision sponsors Edinburgh Zoo, confuses wolverine
With hilarious consquences
Is there such a thing as a wolverine? Sure, I think so. Is it a kind of wolf? Probably. A deadly wolf? Is there any other kind? Why, what are you getting at? Call Valerie and tell her to summon the clients. I’ve just had the hottest idea of my damn life!
In the mind of the PR person who devised this gimmick the poster was going to look spectacular. There would be a cardboard cutout of Hugh Jackman looking ferocious, and in front of it there would be a real wolverine, eight-feet tall, snarling and swiping at the lens, exploding with animal fury beneath a blazing Scottish sun.
Press release, 1st May 2009: To celebrate today’s launch the X-Men Origins: Wolverine the video game in the UK, Edinburgh Zoo has teamed up with Activision to change the name of the UK’s only male adult Wolverine to ‘Logan’ in respect for the Marvel character.Behold a smallish brown mammal looking bemused and timid as he struggles to comprehend the presence of some cardboard and a cameraman in his home. A more fearsome spectacle it would be difficult to imagine.
To give credit where it’s due, Activision is sponsoring Edinburgh Zoo’s wolverine enclosure – Logan’s run, if you will – along with its breeding programme throughout 2009 and 2010.
