It was quite a challenge for agency FoxP2 when Ster Kinekor challenged them to find a way to “advertise everything the big screen has to offer on the small screen”.
Ster-Kinekor’s marketing director, Doug Place, briefed the agency to conceptualise a TV ad to bring the brand’s ‘Great Moments At Their Greatest’ positioning to life.
“Ster-Kinekor was born out of a commitment to showcasing movies at their greatest, on the big screen as they are made to be seen. ‘Great Moments at Their Greatest’ encapsulates not only the scale and impact of the big screen, but also the audience moment’s that happen at the movies in the cinema environment,” says Place.
FoxP2 Executive Creative Director, Justin Gomes, said it was “a tough one to crack initially, but the solution lay in playing to the medium to make our point”.
The television ad depicts four out-of-control vehicles laden with barely legal Chinese fireworks, parachuting snakes, party glitter and kerosene hurtling towards each other at a busy intersection. The ad cuts before the vehicles collide with the line “Some Things Should Only Be Experienced On The Big Screen.”
If viewers want to see the high-impact ending, they have to get to a Ster-Kinekor cinema, the only place it will be shown.
Conceptualised by FoxP2’s Michael Lees-Rolfe and Gavin Williams, the award-winning director tasked with bringing the iconic ad to life was Dean Blumberg of Bouffant. Post-production house, Sinister, brought the special effects to life with a dedicated team over several months. “It’s not everyday you get to work on an ad with this sense of scale, it was a daunting job – but a dream job,” says Christian van der Walt, Sinister Creative Director and Head Compositor.
The ending to the ad is currently flighting in Ster-Kinekor cinemas. To view the TV ad, click here.