As festive fever slowly takes over the nation, Cineworld's Christmas campaign misses the mark.
"Take the guesswork out of gifting this Christmas" features a family playing a wholesome game of charades. A girl in a red onesie steps up, revealing her topic to be a film with two words. She transforms into a series of characters, with nods to Star Wars, Spider-Man, Frozen 2 and Top Gun: Maverick, ending with Wonder Woman, who obliterates the living room in an unprovoked attack. Devastation ensues as debris falls through the air. It's how I feel watching this ad.
The remaining family members guess the films – most likely fearing the God-like powers of their onesie-wearing relative – before finding out that they are all, in fact, correct (a move frowned upon in the strict charades community).
While incorporating a popular Christmas game into the campaign is not a surprising move, Cineworld seems to have lost its purpose between the lightsabers and explosions.
Title Take the guesswork out of gifting this Christmas
Agency Twelve
Brand Cineworld
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