Live is better played together

When was the last time you saw a really mindblowing commercial at the cinema? I can't remember. OK, i can only speak for Germany were cinema advertising is used to be really boring.

Let's take a look at the UK, where Volvo recently launched a cutting-edge in-cinema campaign for their all-wheel-drive estate car XC 70. The idea is to involve the cinema audience in an unique interactive gaming experience on the big screen.

Yeah, humans become joysticks, waving their arms in the air to control the car in the game on the big screen. The aim of the game is to collect as many various items as they can in the time allowed.

Anita Fox, Head of Marketing Communications, Volvo Car UK comments: “I’m delighted that Volvo is able to bring this exciting new experience to UK cinemagoers. The concept was developed in order to engage a group of people and take video gaming, traditionally an individual pastime, to a truly sociable environment. By working together as a team, having fun and sharing the experience, it’s the perfect way to communicate Volvo's ‘Life Is Better Lived Together’ brand message.”



The ad was created by Carlton Screen Advertising.