Rambo is without a doubt the quintessential action hero of our time. Our job was to make sure fans (old and new) appreciated this in the run-up to the release of the fourth Rambo film. So instead of the usual studio approved key-art and film trailers, we decided to use email, online advertising and Facebook to give the audience a cinematic taste of that particular brand of Hollywood action only a machete toting, war veteran with a bow and explosive-tipped arrows could accomplish.