Universal Pictures is killing two birds with one stone with its new poster campaign for Dumb and Dumber To.
The promotional artwork, featuring the film’s two stars Jim Carrey and Jeff Daniels, cleverly spoofs the earlier released Lucy, in which Scarlett Johansson plays a young woman who acquisitions exceptional mental powers.
For that film, directed by Luc Besson, audiences were tantalised by the tagline: “The average person uses 10% of their brain capacity. Imagine what she could do with 100%.”
And the posters for Dumb and Dumber To reuse the phrase - but with the figures tweaked to represent the opposite end of the intelligence spectrum.
The tagline states: “The average person uses 10% of their brain capacity. Imagine what he could do with 1%."
Both Carrey and Daniels tweeted images of the posters on Friday to whet the appetites of excited fans.
Directed by Bobby and Peter Farrelly, the film follows dim-witted best buddies Harry Dunne and Lloyd Christmas as they go in search of Harry’s long-lost daughter.
The long-awaited sequel follows Dumb and Dumber, which was released two decades ago in 1994.
Dumb and Dumber To has a US release date of 14 November in the US and opens in UK cinemas a month later on 19 December.