World Movies Channel taps into viewers’ emotions in new campaign
The World Movies Channel has launched the first work from its recently appointed creative agency Mr Mumbles.
The TV ad features a man going through a range of emotions as he’s watching different movies on the channel.
Animated action above his head aims to illustrate the filmic journey that is triggering his emotional reactions.
The spot will air across Foxtel and Austar channels from next week. It will also premiere in cinemas during the German Film Festival in Sydney and Melbourne. A print execution will follow.
It’s the first campaign created by Mr Mumbles since it was awarded the account in February.
Credits:
- Client – World Movies Channel
- Creative Directors: Laurie Ingram/Andrew Town – Mr Mumbles
- Creatives: Laurie Ingram/Andrew Town – Mr Mumbles
- Agency Producer: Amanda Collins – Mr Mumbles
- Director: Josh Logue – The FEDS
- DOP: Simon Ozolins Make Up: Karen Haacke
- Animators: Michael Blanche & Guido Walter – Mathematics
- Executive Producers: Michael Cook & Lizzy Nash – The FEDS
- Producer: Rebecca Bennett – The FEDS
- Colourist:- Dwaine Hyde, Marcus Bolton – The Lab
- Casting: Antonia Murphy – Fountainhead
- Casting Sound Design: Simon Kane – Song Zu
- Composer: Gerard Fitzgerald – Song Zu
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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very underwhelming
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Simple and interesting. I like it.
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it may be simple and accessible to non-auteur-film buffs, but equally it gives nothing away about what World Movies offers.
the earlier advertising campaigns were styled around ‘shock’, ‘seduce’, ‘excite’ — this ‘bland animated amusement’ will not entice people with a functioning right lobe.
hopefully Mr Mumbles can do better with their next effort.
PS. for what it’s worth, I don’t have pay TV anymore, (World Movies was the single channel I would ever want to pay for, but they don’t offer it alone); now I only see the occasional ad for it at the cinema or on SBS.
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