Google Pixel is taking over the classic pre-movie “turn your phone off” message across Odeon cinemas, in a bid to promote the Pixel 8’s new Audio Magic Eraser feature.
The bespoke assets produced by Essence Mediacom and Digital Cinema Media (DCM) feature a black screen with sounds recreated to imitate the cinema experience, whether it’s layers of rustling popcorn or a chattering audience before a ringing phone.
Following this, each sound is removed one by one by the Audio Magic Eraser, after which the video concludes with a co-branded message “We don’t have Audio Magic Eraser at Odeon, so please switch off your phones”.
The bespoke 30” spot has been mixed in Dolby Atmos, which creates an immersive soundscape that helps to maximise impact, with the advert featured alongside Google Pixel 8’s Hero 60’ in all ad reels across Odeon’s estate.
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The campaign will run until 31 December and will be seen before top theatrical releases including The Hunger Games, The Marvels and The Ballad of Songbirds and Snakes.
Part of a wider activation around the launch of the Pixel 8 and Pixel Pro which features TV, BVOD, online video, display and social media campaigns, with the strategy planning and buying carried out by Essence Mediacom and EssenceMediacomX.
Past inventive campaigns to stop people using their phones in cinema have featured apps which send sonic messages to viewers asking them not to use their phones, but the collab with Google Pixel is a first.
“Cinema offers a powerful environment to land key messages and Google is maxmimising thist o full effect with the creation of contextually relevant bespoke content,” said DCM Studios creative director Jeremy Kolesar.
“This campaign is a clever use of our medium and it will no doubt engage and build affinity amongst the key cinemagoing audience”.
