Moths drawn to the light for Lightbox

  • Advertising
  • July 10, 2018
  • StopPress Team
Moths drawn to the light for Lightbox

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.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Helping national brands get local: the Brand Machine story
Sponsored content

Helping national brands get local: the Brand Machine story

During his career in advertising, Andrew Mitchell saw rst-hand how challenging it was for brands with multiple locations to produce quality local marketing across their network. So, he set about starting his own company to solve the problem. Five years on, Brand Machine’s Marketing Hub solution is automating local marketing for brands around the globe.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit