UIP promotes Wallace and Gromit film with ATM push

United International Pictures is promoting the first full-length Wallace and Gromit film, The Curse of the Were-Rabbit, on cash- machines at 150 Asda supermarkets throughout the UK.

The ads feature animated video-clips from the film and a printed receipt as a reminder of the release date and website address.

The Wallace and Gromit campaign will run for two weeks from October 5, to coincide with the launch of the film on October 14.

Media planning is through by Zenith Optimedia, with creative work by Tea Creative. The ads will run on the ATM:ad medium.

ATM:ad has been used to promote films before, including Lemony Snicket’s A Series of Unfortunate Events and Madagascar. Since its launch last year, other advertisers using the medium have included British Airways, British Eurosport, Comic Relief, Fox Home Entertainment and Nestlé.

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