Volkswagen UK renews DCM independent cinema gold spot deal

Volkswagen has renewed its partnership with DCM to own the gold spot on more than 330 independent cinema screens nationwide, reaffriming the pledge that "Volkswagen supports independent cinema". The deal will run for two years and has been brokered by DCM and MediaCom, with creative provided by adam&eveDDB.

The gold spot is the last piece of content before a film begins in cinemas, making it the most highly sought-after position. Volkswagen will be running the latest idents from its ‘See Film Differently’ initiative alongside its national brand campaign idents e.g. the latest ‘Polo Dad’ campaign, both by adam&eveDDB.

The three ‘See Film Differently’ idents currently running look at iconic moments in cinema that were improvised or unscripted, and then imagines the actors’ surprising inspiration behind those moments. The three idents each create humorous back-stories to memorable film moments: Hannibal Lector’s eerie ‘sucking motion’ in Silence of the Lambs, Robert De Niro’s famous “Are you talking to me?” scene from Taxi Driver, and the line “We’re gonna need a bigger boat” from Jaws. The partnership is ideal for this campaign as it uses the big screen to its full capacity, captivating the audience at its most receptive.

“Cinema provides an atmosphere charged with emotion and is the ultimate appointment to view, ensuring engagement with the screen, making it a perfect match for Volkswagen and our brand messages,” said Silke Anderson, Communications Manager at Volkswagen.

Joe Evea, Commercial Director at DCM said; “Independent cinema offers advertisers the opportunity to reach a highly desirable, affluent audience within their local environment, on a national scale. We are delighted that Volkswagen has chosen to continue its association with DCM and independent cinema.”