It’s a little awkward when you burst into laughter on a peak-hour bus. Especially when others join in, laughing at you. Or cry on a crowded train. Scream in an Uber.

Then what if everyone burst into spontanous laughter in a crowded bus? It’s rather disconcerting. It makes no sense.

Nord DDB has used this to remind Swedes of the power of cinema – laughing, crying, being scared out of your wits…they’re all better as a shared cinema experience. The campaign is for Filmstaden, Sweden’s largest cinema chain.

The campaign reminds viewers that while there are limitless small screen viewing options, moviegoing is truly special – it’s the feeling of experiencing emotion together. The campaign’s commercials, directed by Gustav Egerstedt of Giants & Toys, begin in normal, mundane situations before suddenly shifting into emotional outbursts that feel out of place, because they are.

Whether it’s hysterical laughter or popcorn tossing screams of fear, these reactions feel bigger, more natural, and more enjoyable when shared with others in a space designed for the moviegoing experience.

“If someone bursts out laughing uncontrollably on the street, you maybe worry about them. In a cinema, you join in. That difference is what we wanted to capture.” says Gustav

The films are running are currently running on TV, online video and at cinemas in Sweden.



Credits:
 

Advertising Agency: NORD DDB

Creatives: Joel Ekstrand, Frida Eriksson Wiita
 &  Emelie Ravelli

Agency Producer: Josephine Lundquist

Sr Client Manager: Beate Mollberg Fagring 



Production Company: Giants & Toys 

Director: Gustav Egerstedt

Executive producer: Christian Rehnfors

Producer: Niklas Jakobsson

DOP: Fredrik Bäckar
Stylist: Sofia Ringertz

Make-up: Kristin Good

Set Design: Christer Jonsson

Editor: Joakim Pietras

Online: Mikael Hallmans

Sound Design: 
Grade: Martin Steinberg
Client: Filmstaden