Forrest Gump was originally a novel by Winston Groom, published in 1986. It is essentially the only novel by Groom that gained notable fame. In fact, the book was not particularly popular at the time of its release, but after the film adaptation, over a million copies were sold. Although it’s difficult to imagine anyone other than Tom Hanks in the role of Gump today, originally, John Travolta was considered for the part. Unfortunately for him, he turned down the role.
Forrest Gump, portrayed by Hanks, is set against old archival footage, blending moments from real U.S. history with the character’s fictional story. Director Robert Zemeckis and the team at ILM used digital compositing and other (at the time) groundbreaking visual effects to give Forrest’s story a true-to-life feel. Thanks to the wonders of CGI, they were able to rewrite history in the film, as Forrest intersects with presidents and pivotal moments in American culture across three decades.
The film won six Oscars and captured the hearts of audiences worldwide, likely due to its underlying message: “We may not be able to predict what lies ahead, but we can shape our destiny.” No wonder this message of a positive approach to life resonates with advertisers. The most common source of inspiration for brands and creatives is the iconic scene with the box of chocolates on the park bench. No wonder—it’s simply captivating.
Advertising based on a cult quote
“Life is like a box of chocolates. You never know what you’re gonna get,” said the main protagonist, Forrest Gump, in the 1994 Oscar-winning film. This line has become one of the iconic quotes that have entered the annals of history.
Video: Life is like a box of chocolates – Forrest Gump
The Norwegian postal service, Posten Norge, took inspiration from this scene from the film in 2022, with a beautiful creative campaign celebrating 375 years of postal delivery in the country. Produced by Bacon and created by POL, the campaign features a line that echoes Forrest Gump’s famous quote: “My mother always said, life is like a mailbox… you never know what’s inside.” This is delivered by the main character—a postman sitting on a park bench—who embodies the same essence as Forrest Gump. The viewer sees him in various roles of couriers delivering mail across Norwegian history, from carrying important deliveries on skis to using the traditional “postal horn,” to delivering mail by ship, train, and airplane. The campaign even looks to the future, showcasing deliveries via drones.
Video: Posten Norge
The same scene also captivated 7 Brew Coffee, a drive-through coffee company founded in 2017.
Video: 7 Brew Coffee – Life is Like a Box of Blondies
Fareway and Forrest Frank
Fareway, a grocery store chain in the Midwest USA, is also a fan of the Oscar-winning film. In a commercial from this year, its mascot, Frank, emulates the iconic moments from Forrest Gump. He performs a moonwalk, plays ping-pong, runs, and even sits on a bench but instead of a box of chocolates, he opens his briefcase. Be surprised by what he has inside.
Video: Fareway – 2024 Big Game
If you are interested in how this ad was filmed, you can check it out here.
Lieutenant Dan as a couch potato
The streaming platform Pluto TV also embraced a character from Forrest Gump, successfully engaging actor Gary Sinise, who is famously known for his role as Lieutenant Dan, for their latest creative campaign. In this campaign, Gary Sinise takes on the role of a couch potato. He is dressed as a potato—playing on the term “couch potato” used in English to describe a TV-lover. The campaign, developed in collaboration with the creative agency Haymaker, highlights Pluto TV’s most popular genres: reality shows and crime dramas.
The first ad from this campaign, “Crime Doesn’t Pay. Neither do You,” debuted in September during the New York Giants vs. Dallas Cowboys game. In the spot, Gary Sinise and fans dressed as potatoes celebrate the most interesting moments from the series CSI: NY.
Video: Pluto TV – Crime never pays. Neither do you.
In the second spot titled “Your Money’s No Good Here”, fans—dressed again as potatoes—share their favourite TV shows from Pluto TV. At the end of the commercial, Gary Sinise even references his own role in the film Forrest Gump.
Video: Pluto TV: Your money’s no good here
Arioli Chrysler Dodge
Another company that readily drew inspiration from the bench scene is Artioli Chrysler Dodge, a car dealership in Connecticut, USA. They regularly ride the wave of famous films. In addition to the television ad referencing Forrest Gump, their marketing arsenal includes a variety of other film-themed ads. These range from parodies of The Naked Gun, Game of Thrones, Cable Guy or The Tiger King.
Video: Arioli Chrysler Dodge
LG Electronics press campaign
The film Forrest Gump also left its mark on LG’s campaign. This professional print campaign titled “The Shining, Forrest Gump, E.T., The Wizard of Oz, The Go...” was published in September 2015 and was created by Y&R. The main tagline of the campaign read, “How you watch movies has become outdated.”
Forrest Gump on radio waves
It seems the film can work brilliantly not just on television and in print but also in radio advertising. Associated Business Products from Salt Lake City never anticipated the reaction to their radio campaign inspired by Forrest Gump. According to the firm’s director, the public response to the ad was greater than any other in the firm’s twenty-year history. All it took was using the character of Gump as a sincere and honest person in the campaign. Among the “Gumpisms” the campaign included were lines like: “Most copiers are like traffic. You never know when they’re going to jam,” or “Mamma always said: Doing the right thing is better than being wrong.” The company obtained permission to imitate the character of Forrest Gump from Warner Bros., the owner of the rights to the film, but the studio requested that the name Forrest Gump not be used.
Nike and perfect product placement
Do you know the story of the sneakers that became a part of American film history? In March of this year, a genuine pair of sneakers from Forrest Gump was sold at auction for $57,000. This is a testament to the best product placement of all time and probably the most quintessentially American sneakers of all time.
Nike has once again revisited the character of Forrest Gump thirty years after the film’s premiere, reintroducing the classic red, white, and blue Cortez sneakers. Naturally, they sold out within hours. Since the last re-release in 2018, there has been no reduction in interest. This brand-film connection is unique. The entire film revolves around legs, running, and movement. Mama, played by Sally Field, tells Forrest, “You can tell a lot about a person by their shoes.” Jenny, played by Robin Wright, advises Forrest to always run from danger, and he does. In fact, it is Jenny who gifts him a pair of Nike Cortez sneakers, and Forrest runs nearly across the entire United States in them.
Source: Getty ImagesFamous films as inspiration work
There are countless sources of inspiration for creating advertising campaigns, and famous films undoubtedly hold significant potential. They enjoy strong cultural influence and widespread recognition. Forrest Gump serves as a perfect example of this. Utilising iconic scenes or characters from such films can immediately evoke positive emotions and nostalgia among viewers, thereby enhancing the effectiveness of an advertising campaign. Moreover, famous films offer universal themes that resonate with diverse audiences, ensuring that a brand’s message remains relevant. Advertisers benefit from the trust and loyalty these films have built over time, which can strengthen the perception of their product. The result is attractive advertisements that capture viewers’ interest, leave a lasting impression, and enhance brand awareness.
