Do people pay attention to the “please switch off your phone” notice at the cinema? They will to this one. When banking group, ANZ Aotearoa, sponsored Hoyts, TBWA\NZ seized the moment to make some movie-magic fun for audiences that delivered the cinema’s message.
So Kiwis at the cinema will get to immerse themselves in another Sharma family episode before they watch the main event, a cinematic 30-second “switch off your phone” drama.
The Good Oil-produced film uses the popularity of ANZ’s fictional Sharma family, who have starred in campaigns since 2021. In the new film, Claire Sharma, small-business owner and ANZ app champion, is running away from the family home and a dishevelled looking Ravi. She then jumps onto the back of a bike ridden by a gorgeous leather-jacket wearing motorcyclist and cruises off into the distance. Why? That’s all of the intrigue and part of the fun. There is no dialogue. It has been replaced by the classic ‘90s ringtone – nostalgic, yes. Annoying, yes. Unignorable, yes.
But why isn’t exactly clear. In the place of any dialogue the audience instead hear the classic ‘90s ringtone, managing to be both nostalgic and irritating all at the
“There is a lot of interest and intrigue when it comes to the Sharmas,” stated Shane Bradnick, CCO of TBWA\NZ. “Media found an interesting opportunity for ANZ to take up the cinema sponsorship, so we wanted to bring some drama and some fun if ANZ was going to do this. Having such a recognisable family like the Sharmas allows us to start to play with the universe they live in.
“We wanted this short cinema spot to have intrigue and an amusing moment of drama while serving as a reminder to turn off your phone. We don’t yet know how it will all finish but I’m looking forward to hearing all the fan theories. They really are New Zealand’s favourite banking family.”
Media is by PHD.
“The cinema turn your phone off spot is a unique opportunity and with a captive audience it requires something special to make it work. A touch of drama with the Sharma family and I’m pleased to say the spot absolutely achieves that,” added ANZ general manager of marketing, Matt Pickering.
