Lightbox and Shine have used the idea of moths drawn to a flame to show how the SVOD's new cinema selection will “light up your nightlife".
The 60-second, called 'Big Cinema At Yours', starts with a couple sitting down to watch a film on Lightbox when fluttering noises begin, much to the couple’s annoyance. They turn around to see two (giant) moths flapping at their window watching what’s on the television.
The moths then move inside the house and the man hits one with a rolled up newspaper, while the other moth, in a panic, flies into the bookshelf and knocks it down. To offset the awkward situation while the moth moans on the ground, the first moth initiates awkward chat asking the couple about the ottoman in their lounge.
It's a unique approach to promoting films but the purpose of the moths becomes clear in the end when a voiceover explains Lightbox's offer: "Light up your nightlife with latest release movies."
The TVC is just the beginning of the campaign, and Lightbox has been working with PHD to bring the campaign to life with a national media schedule including TV, digital video placements, radio, cinema, digital billboards and Adshel.
The media strategy also uses ambient placements in media channels that hijack and construct at-home movie moments as their own, including a series of partnerships brought to life by Spark PR & Activate in the coming months such as advertising Lightbox movies on the wrapping paper of take-home fish and chips.
This latest TVC follows a campaign earlier this year promoting Lightbox's TV series line-up. In April, the SVOD and Spark PR & Activate gave Suits a Kiwi twist, by creating a local version of the American TV show to promote the arrival of its new episodes.
Called ‘Suits NZ’ the three 30-second videos depict what Suits would look like if filmed in a tiny barrister and solicitors office above a suburban shop in New Zealand. The result was a series that’s deliberately mundane, predictable and unexciting when compared to the real Suits.