Don’t Ruin The Moment

Axis Finalist 2020 + Axis Bronze 2021

Movie Trailers that call out terrible audience etiquette

Vodafone were given the responsibility of reminding cinema-goers to turn off their phones, but that’s the kind of message everyone wants to ignore.

Equally, no one wants the movie they paid to see ruined by some nimrod’s goofy ringtone, or retina-burning screen light.

So, we figured we’d hide the message in something people actually want to watch; a movie trailer.

We also used a little cinema magic, otherwise known as Dolby 7.1 Surround Sound, to make our point - making a ringtone sound like it was coming from inside the audience right in the middle of a movie trailer. And, just like any moviegoer, the trailers reacted unfavourably to the unwelcome interruption.

Sidenote: the other cowboy in that last spot, that’s me. Putting that theatre degree to good use.