Cello is the only British LED TV brand that manufactures its products in the UK. Having been formed in 2001 it also has the widest range of products from 16″ – 85″, however it is not a well-known name in UK households. This advert was developed to run alongside outdoor, PR and social media campaigns to raise brand awareness. The key messages to convey were the broad range of products, the Smart TV offering and the fact that all products are British made. The advert played through Digital Cinema Media cinemas including Odeon, Vue and Cineworld from October – December 2017. Cello received 4 million impacts as a result and showed a good increase in brand awareness at the end of the campaign.

Brand advert for Cello LED TVs to be shown in cinemas across the UK including Odeon, Cineworld and Vue. Conveying the important messages in an entertaining 30-second advert was always going to be a challenge. However, we managed to develop a nice story based on a father walking through a London park with his daughter. They see lots of wonderful animals, all British in nature. With each one, they look more and more amazed. Then we cut to the actors looking in a shop window full of Cello TVs, all of which have the individual animals on different TV screens.

The viewer is led to believe the animals are in the park and the wow moment reveals the range of TVs, the British connection and the Smart technology as the screens animate and change into Android apps. This is all underscored with Elgar’s Land of Hope and Glory and finishes with a voiceover to bring together the key messages. It packs a lot into 30 seconds, but works really well for the cinema audience. This was a significant production with an extensive crew, actors and makeup all on set for a one day shoot. The advert was shot in a cinematic style on an Alexa Mini.