Google Pixel Partners with Odeon to Take Over Their "Turn Your Phone Off" Message

Nov. 06, 2023

The partnership was devised by EssenceMediacom and Digital Cinema Media (DCM), the market leader in UK cinema advertising.

The bespoke assets were produced by DCM's creative arm, DCM Studios and feature a black screen with sounds recreated to imitate the cinema experience, from layers of rustling popcorn to a chattering audience to a phone ringing, before each of the sounds being removed one-by-one with the Audio Magic Eraser. The co-branded message finishes by reminding audiences: "We don’t have Audio Magic Eraser at Odeon, so please switch off your phones".

The bespoke contextually relevant 30" spot has been mixed in Dolby Atmos, which allows you to place sounds anywhere in the cinema with incredible clarity, creating an immersive soundscape that sounds even more like real life, truly maximising the unique cinema environment. The assets will run alongside Google Pixel 8's hero 60" ad in all ad reels across Odeon's estate.

The campaign runs from early November until 31 December alongside theatrical releases including Killers of the Flower Moon; The Marvels; The Hunger Games: The Ballad of Songbirds and Snakes; Saltburn; Napoleon; and Wonka, among others.

Jeremy Kolesar, Creative Director – DCM Studios, added:

"Cinema offers a powerful environment to land key brand messaging and Google is maximising this to full effect with the creation of contextually relevant bespoke content. This campaign is a clever use of our medium and it will no doubt engage and build affinity amongst the key cinemagoing audience."

 

This contextual activation is part of a broader campaign for the launch of Pixel 8 and Pixel 8 Pro, which included TV, BVOD, SVOD, OOH, Online Video, Display and Social Media. Strategy, planning and buying was done in partnership with Google's UK agencies, EssenceMediacom and EssenceMediacomX.