UK – A new ad by Vue Cinemas highlights the impact of modern living’s myriad digital distractions – and encourages people to focus by heading to the cinema.
Created in partnership with Joint and RSA films, the Get Lost in Great Stories campaign marks the cinema chain’s first move into advertising. Featuring actor John Boyega and a cameo from director Ridley Scott, the spot critiques the way movie watching has been reduced to phone screens, while drawing attention to the overwhelming number of digital distractions in our everyday lives.
It was created after Vue and University College London commissioned research showing the health benefits that come from a cinema trip. According to the study, being immersed in an out-of-home film experience has profound cognitive, emotional and psychological benefits, helping to alleviate depression and loneliness, while keeping the heart healthy by raising heart rate levels similar to cardio exercise. As the campaign’s director Jake Scott says: ‘It’s never been more important to find time to switch off from the incessant distractions of the modern world – and to get lost in a great story.’
As explored in our macrotrend The Focus Filter, brands are facing a constant race for consumer attention, with advertising and cultural outlets working to cut through the impact of digital distraction.
