For the sixth instalment in this legendary franchise, the focus was on its leading star, Tom Cruise and his breath-taking and all too real stunts. Action-focused AV assets – showing the famous moment the star broke his ankle – were syndicated far and wide and received broad pick up across news, film, entertainment and lifestyle press, while select clips were placed exclusively with key sites with large audiences.
Playing on the iconic “Your mission, should you choose to accept it…” line that has become synonymous with the franchise, Substance created light-activated mini mission boxes, containing one of six different ‘impossible missions’, provided to press at the junket and media outlets on release day.