Cineworld unleashes The Force in a new campaign to promote its Christmas gifting range while also looking ahead to some of this winter's biggest blockbusters.
The ad begins with a spirited game of Charades during a festive family gathering on Christmas Day. It makes meticulous use of costumes, make-up, lighting and special effects, as nine-year-old Lottie takes her family on an epic, cinematic journey through film.
She transforms herself into some of the most iconic characters from soon-to-be-released titles such as Star Wars: The Rise of Skywalker, Frozen 2, Top Gun: Maverick and Wonder Women: 1984, alongside her family, who follow the action utterly immersed.
The spot was created by agency TWELVE and production company Linney, to promote the larger-than-life gift of cinema. It will air in Cineworld cinemas nationwide until New Year’s Day.
To raise further awareness of its new gifting range, Cineworld will be hosting a nationwide Charades tournament in each of its 100 cinemas, which will see customers battle it out across the UK to win Cineworld gifting products.
The campaign is reflective of the struggles consumers face when it comes to guessing what gifts to buy loved ones at Christmas. The spot will be used in the UK and Ireland as well as being adapted for six other countries.
“Finding the perfect gift for someone isn’t easy… it often feels just like a guessing game,” said Casey Cohen, head of marketing at Cineworld. “So this year, using the game of Charades and the power of imagination, we’re giving Christmas a twist on the traditional, with a campaign that takes the guesswork out of gifting.”