Magazine article Marketing

Blockbuster Ad Offers the Warm Glow of Companionship

Magazine article Marketing

Blockbuster Ad Offers the Warm Glow of Companionship

Article excerpt

Blockbuster draws on the feel-good factor of being with friends in its latest ad, writes Emma Reynolds

Blockbuster's new release is certainly one to remember, as its latest ad, created by Doner Cardwell Hawkins, enters Adwatch at number 19, with 46% recall.

The 40-second ad shows various groups of people -- couples in cars and on motorbikes, two teenagers running up a spiral staircase and a group of friends -- each holding a small, glowing object.

As they arrive at their respective homes, we see they are carrying Blockbuster videos. Shots from outside the buildings show bright lights radiating from their living rooms, as the people inside sit back to watch the film.

The voiceover promises that at Blockbuster, if you can't take home the film of your choice, you can rent it free next time. The ad ends with a shot of an illuminated Blockbuster store, and the strapline, 'Bringing entertainment home'.

Doner Cardwell Hawkins account director Nicci Pendrill says: "We are trying to convey the idea that Blockbuster can transform an ordinary, dull evening into a great night in. A video can provide the same feeling of magic and family togetherness that an evening meal used to create in the past. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.