Cinema is a great medium to deliver such a high-quality production from NEOM with a highly focused audience. We knew that the new 007 and Eternals – from the Avengers series – were long awaited and that the footfall would be high. Following Covid-19 and lockdowns, cinemas in the UAE have gone back to the old habit of attracting people through the launch of multiple blockbusters. This ‘Made to Change’ ad is a wonderful production, and the strong and compelling long video showcases the power of what NEOM is and will be for the future of cities. ![]() The ad’s narrative is absolutely on point for what this futuristic city aims to become. ![]() MVM chose this ad because…of its production quality that was on par with big-budget movies. Mohammed Abaalkheil, vice-president of corporate relations, stc To do this, stc aimed to connect with the Saudi people on an emotional level, by creating a unique community activation campaign through different media channels for which cinema was considered as it’s one of the best platforms to showcase long-form content and narrate a story to audiences. MVM chose this ad because…this ad was aired in celebration of Saudi Arabia’s 91st National Day, and uses local footage covering various aspects of the Saudi culture, woven together to create an inspirational story of how the country’s heritage plays a huge role in sculpting its future.Ĭlient view: Why cinema for this campaign?Įvery Saudi brand has something to say on National Day, so the challenge was to stand out from the crowd. Not to mention that moviegoers go to cinemas to have fun and enjoy themselves, and the ‘Stayin’ on Yas’ film will have them entertained. With the positive recovery of cinema capacity post the Covid-19 restrictions, we selected cinema as one of the main channels for this campaign as we believed there’s no better way to have the content come to life than to see it on the big screen. MVM chose this ad because… some of the biggest ads in recent decades involve music, and while the creative itself is fun and retro, the catchy soundtrack – inspired by the Bee Gees’ classic ‘Stayin’ Alive’ – over a 7.1 surround sound speaker system in cinema makes this ad more impactful and memorable, one that makes those watching it definitely feel ![]() The Women’s Pavilion campaign is very emotional, and Cartier through this campaign wishes to connect with a wider audience to spread its message, “When women thrive, humanity thrives,” and what is better than cinema to reach out to everyone in our region? With a penetration of 82 per cent in the UAE and 78 per cent in KSA (according to Global Web Index 2021), cinema was the best place to run this campaign.Įmeline Thomas, media director – MENA business lead, MediaCom MVM chose this ad because… cinema is great at driving conversations, and the narrative of this ad highlights a pertinent topic the Middle East is presently placing focus on: recognising the central role women have played throughout history, leading up to the present day.Īgency view: Why cinema for this campaign? We hope you enjoy this selection, and a special thanks to all our returning and new advertisers for including us, cinema, in their media mix.” Cinema has always been the right medium to showcase commercials made in their full length, and though it is a genuine coincidence that many of the ads featured in our Top 10 have a longer run time, every single ad looks and sounds magnificent on the big screen. ![]() He adds: “Choosing a Top 10 is always difficult as it boils down to numerous factors, including one’s personal emotion and state of mind, but we sure had fun re-watching every ad, back-to-back, on the cinema screen where every sense and emotion gets heightened. “While cinemas across the GCC have already welcomed more than 25 million visitors in 2021, our resilience as a cinema advertising business is largely thanks to our management and a team that has unshakable belief in the power of cinema,” says MVM chief operating officer Avinash Udeshi. Cinema advertising representative (and Campaign sister brand) Motivate Val Morgan (MVM) has selected 10 blockbuster ads that have lit up the big screen so far during a year of recovery for cinemas. Fast-forward to 2021, and cinemas are now fully operational across the region, with capacities ranging between 50-100 per cent.Ī far more consistent and steady content pipeline holds optimism among cinemagoers, and brands too are back to believing in the unparalleled power and effectiveness of the medium. The pandemic shuttered cinemas in Q2 2020, followed by a staggering reopening between June and September with cinemas operating at 30-50 per cent capacity.
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