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ADVERTISING CAMPAIGNS

HMV ‘Valentine’

Agency: RPM3 Beechwood

Client: HMV

A montage of memorable scenes from classic love films and TV shows feature in a new spot as part of the biggest ever Valentine’s campaign for music and entertainment retailer, HMV.

'Breakfast At Tiffany's', 'Dirty Dancing', 'An Officer And a Gentleman', 'Brief Encounter', 'Four Weddings And A Funeral' and 'Sex And The City' all feature in this celebration of romance.

The ad will closes with the caption, “the films you love for the one you love”.

The TV is being supported by extensive press advertising and a strong product offer in-store and online . The retaile has also developed Valentine's specific branding - using the motif of a heart-shaped balloon, while the letter 'v' in 'hmv' has been replaced with a heart for this special occasion.

The Leonardo DiCaprio and Claire Danes balcony 'Kissing Scene' from Fox Home Entertainment's 'Romeo + Juliet'  will also feature in bespoke in-store graphics and press advertising.

HMV Marketing Director, Graham Sim, said, "Valentine's Day is, clearly, becoming an increasingly important 'gifting' event within the trading calendar, which is reflected by the fact this is our largest-ever campaign.

“However, we believe that only by working closely with our supplier partners to create engaging advertising and compelling product offers can we expect to maximise consumer interest, and the commercial opportunity this presents."

[The film clips featured in hmv's Valentine's TV ad mpeg are courtesy, permission and copyright of Twentieth Century Fox Home Entertainment (Titanic, Four Weddings and a Funeral, and Romeo + Juliet), Paramount Home Entertainment (Ghost, Breakfast At Tiffany's, An Officer And A Gentleman, Sex And The City), Elevation Sales (Dirty Dancing), ITV/Spirit (Brief Encounter), Universal Pictures (Pride and Prejudice) and Warner Bros, (Casablanca).]

AJR
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