Worst. Viral Campaign. Ever!
Rachel Dawes' endorsement of Harvey Dent is... uh... is... I don't know what to call this, because I can't see what they're trying to do.
There is one memorable line in the whole thing: "Harvey Dent believes in two things." Cute. But as our first exposure to Maggie Gyllenhall as Rachel Dawes, this is miserable.
Hat tip to Spoutblog and Libertas, both of whom said it better than I could.
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Who is Rachel Dawes?
Ah ha!
This is what you get when you cast B-level actresses to play brand new crappy movie-only characters in a genre adaptation movie and then re-cast those same crappy characters.
Who is Rachael Dawes?
Not a character worth remembering.
This is like Kangaroo Jack endorsing Bugs Bunny.
It is a very bad viral campaign. But I think Gyllenhaal actually does a great job of pulling off the sort of disingenious sound-byte stiltedness/nervousness that you get with most political endorsements by persons who are not politicians. It fits for the character to act this way in front of cameras, and I think Gyllenhaal's a smart enough actress to do this intentionally.
Rachel Dawes was a completely unnecessary character in the first film, but it'll be nice to see a more talented actress like Gyllenhaal handle what is probably still a completely unnecessary part.
But, yeah, still a bad viral campaign; I agree with you there.