The film has had several sequels and has gradually grown into an extensive series. This week, the final eighth instalment, titled Mission: Impossible – Dead Reckoning, will see the light of day. All the films are connected by the character Ethan Hunt, played by Tom Cruise, and the theme of an impossible mission that must be accomplished despite obstacles.
Inspiring film motifs
The series offers a range of distinctive archetypes that creatives in the media industry can draw upon. First and foremost is the core motif of all Mission: Impossible films — the seemingly impossible task. This concept is a great choice for brands that want to highlight the exceptional capabilities or resilience of their products.
The character of Ethan Hunt represents a solitary but morally steadfast hero who risks everything for the greater good. Brands can use references to this main character to showcase the strength of their moral values.
A powerful element is also the nerve-wracking tension and countdown. By using this factor, creatives can increase the dynamics of an ad and capture the attention of TV viewers during a short ad slot. Fast cuts, dramatic music, and action choreography additionally create a distinctive audiovisual style, which can be used to present even ordinary products as part of something bigger and exceptional.
The advanced technologies used in the film (hi-tech devices, holograms, etc.) give ads a futuristic touch and associate brands with technological progress and innovation.
And then there is the iconic, unmistakable soundtrack. The music for the original Mission: Impossible TV series (1966) was composed by Argentine composer Lalo Schifrin. His composition became an instant hit and has since been an inseparable part of the brand. Schifrin reportedly wanted to create music that would sound like a “time bomb”. That’s why he used an unusual 5/4 time signature and a distinctive rhythm evoking a countdown. He wrote the melody to be dramatic yet functional for editing and assembling action scenes. The urgent, nervous, and unpredictable rhythm resulting from Schifrin’s work is ideal for spy thriller tension.
Thanks to its global reach, iconic characters, and thrilling scenes, the action series has become an attractive platform for various forms of collaboration—whether it’s product placement, co-produced TV ads, digital and interactive campaigns, limited-edition products, or contests and consumer promotions.
Tom Cruise drives a BMW
In the area of product placement, BMW excelled with its vehicles frequently featured in key action scenes. For example, in the 2011 film Mission: Impossible - Ghost Protocol, a prototype of the BMW i8 was showcased even before its official market launch.
Video: BMW 6th series – i3, i8 Mission: Impossible - Ghost Protocol
“This film provides us with a great opportunity to showcase not only BMW’s vision for future vehicles but also to highlight some of the newest and most popular cars in our current lineup,” said Trudy Hardy, Marketing Communications and Consumer Events Manager at BMW of North America. “The synergy between high-performance BMW cars and one of the most action-packed film series on the big screen is perfect.”
Product placement clearly paid off, as BMW vehicles subsequently appeared in other films in the series. The team of agents drove BMW M5 and a number of other BMW models, including the 1986 BMW 5 Series sedan, the BMW 7 Series sedan, and even the BMW R nineT Scrambler.
Ethan Hunt uses Apple gadgets
Apple bet on the advanced technology factor, having partnered as early as 1996 with the future blockbuster and providing the main hero with all the tech gadgets. The advertisement for the PowerBook from the first Mission: Impossible film demonstrates what can be achieved with Apple technology. The spot features subliminal cuts to the brand’s logo:
Video: Apple – Mission: Impossible
Oakley glasses – essential for the mission
Riding the wave of product placement, Oakley made an impressive appearance in the 2023 film Mission: Impossible – Dead Reckoning. It’s expected that in a film with a $291 million budget, every detail is carefully planned — from Tom Cruise’s intense training for jumping out of a plane to the glasses he wears. In the latter case, the prop master didn’t just grab any pair of sunglasses from the nearest store. No way. Throughout the film, Tom Cruise wore glasses from Oakley, a company that has been making eyewear for demanding users since 1975. The result? Significantly higher sales!
Cruise, however, had already collaborated with the Oakley brand on previous films in the series, including the very stylish glasses from Mission: Impossible II, so their partnership was already well established. During the production of these custom-made glasses, film prop master David Cheesman and Oakley’s in-house film and television team reportedly played key roles. After all, it wasn’t just a matter of ordering an existing model but creating custom frames that had to meet very specific and demanding requirements.
Video: Oakley – Mission: Impossible II
Coke Zero and the jump from Burj Khalifa
Not even Coca-Cola could resist the call of the famous series. The Coke Zero brand entered into a marketing partnership with Paramount Pictures for the fourth instalment of the immortal Mission: Impossible – Ghost Protocol. The Coke Zero team used the brand motto “Make it Possible” and developed a comprehensive marketing programme that included TV ads, cinema ads, product packaging, and digital activities featuring elements from the film. The centrepiece of the programme was a joint TV spot created by the Coke Zero team in collaboration with Paramount Pictures. The ad promoted the partnership and featured one of the film’s most iconic scenes. The ad is visually stunning and showcases the breathtaking moment when Tom Cruise jumps off the Burj Khalifa skyscraper, counting down the remaining time to zero.
>Video: Coke Zero – Mission: Impossible – Ghost Protocol
“The Mission: Impossible film series is a cultural phenomenon built on the idea that even seemingly insurmountable challenges can be overcome if approached with enthusiasm and determination,” said Chip York, Worldwide Entertainment Marketing Director at The Coca-Cola Company. “This aligns perfectly with the values of the Coke Zero brand, and we are excited to contribute to the energy surrounding the release of this highly anticipated film by offering fans the chance to engage with Mission: Impossible – Ghost Protocol through a unique digital programme.”
Etsy relies on iconic music
The online marketplace Etsy used the iconic music from Mission: Impossible for its 2023 Christmas campaign, showcasing customers secretly searching for the perfect gifts in various ads. The advertisement combines humour and suspense and, of course, highlights the uniqueness of the products available on Etsy.
Video: Etsy – Twins
Video: Etsy - Tim
Lipton inspired Lalo Schifrin to compose film music
The music from the film was used years earlier in an advertisement by the tea producer Lipton, but they approached it differently. The campaign captures moments of inspiration that a cup of Lipton Yellow Label tea can evoke.
In the opening ad, composer Lalo Schifrin appears, sitting at a piano in 1966, composing music while sipping tea. He takes notes and fine-tunes the piece, which in his mind unfolds like an orchestral work that gradually develops and changes until the famous Mission: Impossible theme is born. The advertisement was created by DDB Paris.
Video: Lipton – Mission: Impossible
The whole plane was humming the film’s music
In 2023, the airline Etihad Airways launched a large-scale marketing campaign inspired by Mission: Impossible – Dead Reckoning. This collaboration with Paramount Pictures included several creative elements that emphasised the quality of Etihad’s services and their connection to the theme of the impossible mission.
The extensive campaign included five short films showcasing the daily “missions” of Etihad’s cabin crew in the style of Mission: Impossible. Films with titles such as “Flawless Welcome,” “Reliably Punctual,” and “Exceedingly Attentive” demonstrated how Etihad’s staff handle their tasks with the precision and elegance reminiscent of agent Ethan Hunt. These films were available on Etihad’s social media channels, and two of them were screened in cinemas in the United Arab Emirates.
Video: Etihad Airways – Mission: Impossible
One of the most striking elements of the campaign was a short film in which members of Etihad’s cabin crew, dressed in uniforms, jumped out from a plane and played the iconic Mission: Impossible theme on musical instruments during free fall. This daring feat was filmed in collaboration with Impact BBDO and required special preparation, including modifying the instruments for a safe parachute jump.
Video: Etihad Airways – A mid-air orchestra
The campaign also included special “Impossible Deals”. Etihad offered passengers discounted fares to selected destinations available for a limited time only, tying into the theme of the “self-destructing” messages known from the film series. Passengers were surely impressed by the themed Boeing 787 Dreamliner, which featured a special Mission: Impossible logo livery, visually reinforcing the connection between the brand and the film. The Mission: Impossible fun extended onboard as well. Passengers had access to a dedicated Mission: Impossible channel within the in-flight entertainment system E-BOX, which included all the films in the series and exclusive behind-the-scenes content.
Mission? Steal Quorn snacks!
The vegetarian product brand Quorn revived its popular puppets as part of a campaign inspired by the new film in the series. The advertisement parodies the action scenes from the films to promote the brand’s summer snacks. The campaign, which was launched only recently, highlights the arrival of the new film Mission: Impossible – Dead Reckoning.
Video: Quorn Snacks – So Tasty Why Choose The Alternative?
Cricket players undertake impossible missions
The premiere of the new film was also used by the International Cricket Council (ICC), which released a promo video for the upcoming international cricket tournament, the Champions Trophy. The video features well-known cricket players who usually undertake their own "impossible missions" on the field. “Careful, brother. There’s danger everywhere,” says Shadab Khan as he sends Shaheen Afridi into a high-security vault to retrieve the trophy. “One mistake, and game over,” Shaheen reminds his teammate. However, the Pakistanis are not the only ones involved in the mission. Indian player Hardik Pandya also tries to get inside by dodging laser security systems.
Video: ChampionsTrophy – Mission: Impossible
Mission: Possible
Increasing sales, improving brand awareness, reach, and brand perception can seem like a hard-to-achieve goal in today’s highly competitive world. That’s exactly why it pays off to leverage a strong cultural reference like Mission: Impossible.
An ad inspired by this series can confidently rely on a fast pace and iconic styling. By incorporating elements of the famous franchise into the ad, brands can turn their campaign into an exciting mission that viewers will remember. Style, dynamism, a touch of exaggeration, and the motif of a hero who accomplishes the impossible — all this can transform an ordinary ad into a genuine experience. And a brand that offers experiences is definitely closer to consumers than one that delivers just the facts. With TV advertising and Mission: Impossible, no marketing mission is truly impossible.