Being interrupted by superstars...

Two new cinema ads - conceptualised and created by Net#work BBDO for Cell C - supposedly use two of Hollywood's most famous superstars to interrupt people chatting on their phones with the now well-known Cell C voice-over asking people to switch their cellphones off.

Click here to view the ad (2MB)

For the past two years, Cell C has been entertaining cinema audiences with its cinema ads, reminding people to switch off their cellphones before the main feature. The six previous adverts, targeted per movie genre, showed scenes from Lassie, Casablanca, Alien and Psycho.

Cell C's executive head of corporate communications, Vanashree Pillay, says: "We have had great recall on our cinema adverts which have reached, and been a talking point among, 27 million people. Key to the success of this campaign has been the placement of the ads - just before the main feature - as well as our strategy to align each creative with a specific movie genre.

"The light-hearted approach to typical serious movie making continues to elicit chuckles with the two new adverts introducing surprising elements which take the series to a new level."

The campaign debuted on 30 June 2006 at Ster-Kinekor cinemas nationwide.