Brands set to target women this Valentine’s… with a little help from Christian Grey

Renault has bagged the main advertising spot in UK cinema screenings of Fifty Shades of Grey as it aims to target female customers with an ad for its new Twingo car, with Butterkist and Revlon also set to tap into the film’s buzz.

The 60 second Renault Twingo ad will occupy the hotly-contested Gold Spot, the commercial directly before the main screening, in showings of the erotic thriller, which is released today, across the country.

The light-hearted animated ad features the Twingo, Renault’s women’s car brand, navigating through elephants and outer space.

Renault has become one of the first brands to occupy the Gold Spot after it was recently opened up by Digital Cinema Media (DCM) and Pearl & Dean to new advertisers for the first time in 13 years.

Previously, the Gold Spot was exclusively occupied by Orange and EE to promote its Buy One, Get One Free on Wednesday’s cinema promotion. However, brands can now compete for the spot with short-term, film specific, ad runs.

“This will offer Renault a unique opportunity to align themselves with what’s set to be the biggest female-focused film of the year,” says Karen Stacey, CEO of DCM. “Opening up the Gold Spot in this way allows brands to build an unparalleled synergy with film and establish a real affinity with cinema.”

Renault isn’t the only brand tapping into Fifty Shades of Grey buzz, with women’s make-up brand Revlon also occupying the Silver Spot at screenings.

Another popular brand hoping to tie into the film’s predicted success is Butterkist having launched its new £2m TV ‘Love The Taste’ campaign today.

Britain’s biggest popcorn brand will be back on screen for the first time since 2011 in an ad featuring love hearts floating out the mouth of a man eating Butterkist Salted popcorn.

Hide Comments2 Show Comments
  • Drea Icedo 17 Feb 2015 at 5:17 am

    After seeing this film, I agree with the statement that it is going to be a female based movie, no doubt. Surprisingly, I have heard that a lot of males are tagging along with their significant others and it is not because they are being forced, but because they simply are intrigued just as well. It is a lot more easier for me to relate to this article since I have read the novels as well as went to see the film the first day that it premiered. Now that the famous book people have read over 4 years ago, has come to life for our own enjoyment, but I must say I was not too pleased with the ending. I understand the director just wanted to leave us with wanting more, but it made me feel as if the movie had just restarted and I just do not think it was a great way to end such an epic love story, especially for the first one.

    • Hannah 17 Feb 2015 at 9:22 am

      An epic love story? Is that what you call it…?

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