Lowe has created a &£1m press campaign to support the Stella Artois Live Film summer promotion.
Live Film offers &£20m of film-related prizes, including a holiday to see the 1962 film The Birdman of Alcatraz on Alcatraz Island. Three different executions – Town, Park and Beach – communicate the message “Classic film coming soon to a town near you” by showing typical English scenes invaded by film references.
The Town’s execution shows a small-town English street with red, white and blue Minis, bowler-hatted “droogs” and a New York yellow cab.
The ads will break in national press colour supplements from the last week of June and will also appear in the August issues of style and film magazines. Creative work is by Lowe and media buying by Starcom Motive.