The brand, which uses Napoleon as its inspiration, previously launched its ‘Cognac With Another Dimension’ 3D ad during Channel 4’s 3D week in November. It was one of the first 3D ads on TV.
It will screen at 350 Pearl & Dean cinemas across the country from today (18 December) until 28 January. The ad will also be shown in 2D during the Avatar film at cinemas not showing the blockbuster movie in 3D.
Viewers wearing the required Colorcode 3-D glasses will see an image of cognac in a balloon glass being exploded. Glass splinters and cognac shoot out at viewers and then spin into a vortex that forms a cocktail sitting next to a bottle of Courvoisier Exclusif.
The ad aims to shatter the stereotypical image of cognac as being drunk neat after dinner and was created by White Label and production company Atticus Finch.
Blur bass player Alex James (pictured) recently opened its Courvoisier Architectural Punch Bowl in the Billiard Room of 33 Portland Place. When filled, it contains over a tonne of Courvoisier Cognac and can serve over 25,000 people.
Avatar has seen a host of high profile brands sign up to advertise around it. BSkyB is running its first ever 3D cinema ad before the science-fiction epic to promote the launch of its forthcoming 3D service.
Honda is also launching a new ad campaign called Everything, during screenings of the blockbuster movie.
Other brands to advertise off the back of Avatar’s launch this week include LG who will run a campaign to support its handsets, such as the Chocolate BL40 and BL20, Bauer Media and Coca-Cola, who has signed a worldwide partnership deal with Twentieth Century Fox to promote Coca-Cola Zero around the film.