Many things need to happen in anticipation of marketing a movie. It's a very complex process with lots of boxes to tick. Of course, a strategy is huge, but there are so many assets to produce.

There are some of the classics, like pithy positioning (I know someone who wrote taglines for films) and key art. But, we are in a digital world now, which means sophistication in building out campaigns that stretch across the ecosystem.

And one of the big things is nabbing the most relevant URL for the film. In the case of Space Jam 2, the upcoming movie starring LeBron James, someone at Warner Bros. forgot to hit up GoDaddy, and a pair of enterprising creatives snapped up SpaceJam2.com.

To make fun of the oversight, Hunter Fine and Peter Marquis created a faux jam (that one puts on toast) company called, yes, Space Jam. Touting "Recipe 2," it directs people to SpaceJam2.com to buy the product ... or the domain name for $1,000,000 (or best offer).

While you think this may be a case of trying to grab a little cash, or a lot in this case, the buyer of SpaceJam2.com can choose a charity where proceeds from the sale will go.

Presumably (or hopefully), Warner Bros. sees the fun in this and makes a decent offer for the URL. Or, it could go the other route and buy SpaceJamTwo.com, SpaceJamMovieTheSequel.com or SpaceJam2MovieFilmStarringLeBronJames.com.

But those don't really roll off the tongue, now, do they?

Other creative curiosities today:

• Nike wraps up its "You Can't Stop Us" campaign.
• Angry Orchard thinks that "sw**t" is a naughty word.

As always, we invite you to send us your work. Hit me up at doug.zanger@adweek.com.

David Griner returns next week (as does this newsletter), and we wish all of you a wonderful holiday and a fruitful 2021.

Doug Zanger
Agencies Editor, Adweek
doug.zanger@adweek.com

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