Calling it a new frontier in cinema advertising Airbnb, the world’s leading community-driven hospitality company, is taking its Live There campaign to theaters this weekend. The split-screen experience debuted during 3D showings of summer blockbusters Finding Dory, Independence Day: Resurgence, and The Secret Life of Pets in the UK only. Moviegoers will have a first-of-its-kind, immersive experience that contrasts standardized mass tourism with the unique moments of travel and authentic experiences only possible while traveling on Airbnb.
A cat burglar offers advice on home security while invading someone else’s house in a spot introducing the security and home automation system Sage By Hughes. Directed by A Common Thread’s Eli Green for Colorado agency Victors and Spoils, the spot lends a comedic touch to a product category often promoted through fear. While paging through the owners’ books and lounging on their bed, the glib thief explains that his Sage system includes monitoring features that he can control from his phone, “which means I have more confidence to take out of town jobs, like this one.”
Seeking to provide brands with an alternative to the traditional agency model, former Ogilvy & Mather executive creative director Tommy Henvey and executive producer Patti McConnell have launched Something Different. The new creative marketing boutique will leverage a lean and flexible business structure to provide brands with the thing that agencies do well—produce great creative—while avoiding pitfalls that cause work to bog down and cost too much.
George’s Lorcan Finnegan has directed a new campaign for Electronic Arts and Team One that offers a whimsical take on the life-altering power of the new match-3 game Bejeweled Stars. In one of four spots, a man finds escape from his wife’s boring television show in a game of Bejeweled Stars. He matches a set of tiles and suddenly everything around him changes. His gauche apartment is transformed into curling arena, lit like a disco dance hall. His wife and dog furiously sweep the ice as he rides a giant curling stone toward a goal. The campaign tagline is Go to your Shiny Place.
At the start of National CineMedia’s fifth annual upfront event at the AMC Lincoln Square movie theater on Wednesday, the company’s new CEO, Andy England, posed a rhetorical question: “Why do Millennials love the movies?” The answer, he said, is that “opening weekend for movies are, by definition, culturally relevant. Millennials want to see films as they are released because it puts them in the know. It gives them social currency. Having a point of view on Deadpool or the Jungle Book, or being excited about Bad Moms, is to be part of the narrative or to be woven into the fabric of popular culture.”
Recently rebranded Screenvision Media has rolled out the Connected Cinema experience, which the company says provides the ultimate canvas for brand storytelling. Through new tech alliances with MovieTickets.com, Timeplay, Shazam, EdisonX and Branded Entertainment Network, Screenvision Media is extending and harnessing the unrivaled impact of cinema’s premium video with the ability to engage with consumers before, during and after their movie-going journey. The announcement was officially made at the company’s Upfront event at the Skylight at Moynihan Station.
Underscoring its focus on nurturing ties with creative-minded directors and advertising agencies, TWC Films has rebranded as Cultivate.Media. The Santa Monica-based production company’s new name, logo and website are meant to suggest its mission to build relationships and the evolving nature of advertising production. “Our name speaks to our story,” says managing director/executive producer Mark Thomas. “We cultivate relationships with directors and we cultivate relationships with agency creatives to pursue our common goal of #doingfamouswork. That’s our hashtag.”
Belgian-born director, creative director and visual artist Jean-Paul Frenay has joined Accomplice Media for U.S. advertising projects. Frenay’s eclectic output encompasses commercials, music videos, short films, live visual installations and photography. This includes award-winning work for such brands as Toyota, VW and CPH Bank. Frenay’s short film You Are the Canvas was a finalist in the Title Design competition at this year’s SXSW Film Festival. His most recent commercial project, a campaign for Lincoln and New York agency Hudson Rouge, showcases his mastery of storytelling and visual effects as a woman dances on the walls and ceiling of an elegant drawing room. He also directed a magical spot for Nissan and Digitas LBi Paris in which a Leaf “dreams” of traveling country roads while “sleeping” in a suburban garage.
A simple walk in a park can prove heartbreaking for sufferers of age-related macular degenerative disease as vividly represented in a public service announcement produced by Women in Film for the Discovery Eye Foundation’s Macular Degeneration Partnership. The Sim Group, through its Sim Digital, Bling Digital and Chainsaw divisions, donated a variety of goods and services toward the production of the PSA, which stresses the importance of early detection in avoiding the worst consequences of a disease that affects some 15 million Americans.
National CineMedia has partnered with Strata, makers of media buying and selling software, to allow agencies to buy cinema advertising in the spot marketplace for the first time. NCM’s FirstLook pre-show inventory is now available to Strata’s client base of over a thousand agencies.