The best commercials for the cinema screen

By AdNews | 8 August 2012
Phillips 'Carousel' commercial.

Some ads are so great the small screen simply doesn't do them justice. Their emotive narratives, brilliant visuals and hilarious punchlines deserve a granduer the living room can't provide. With the ACES just around the corner, we thought it fitting to pay homage to such ads and asked creatives to compile their ultimate cinema lists. Check out the countdowns below and let us know which one is your favourite.

BWM executive creative director Rob Belgiovane

1) P&G 'Best Job'
So many movies are targeted at kids, and who takes kids to the movies? Their mothers. This is a powerful, emotive spot that honours the role of mothers in raising potential Olympians, and is ideal to be seen in a cinema filled with mothers and kids. They can watch the ad undistracted and it's a great example of how mothers give themselves selflessy for their children, which is indeed the very thing she's doing at that moment.

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2) The Guardian 'Three Little pigs'
The trouble with this commercial is you'll remember it more than the film you're about to see. A completely fresh approach to advertise a news brand, with so much going on that you really get a much richer experience sitting in darkness paying full attention.

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3) Chipolte 'Back To The Start' (with Willie Nelson soundtrack)
The animation and story are adorable for any age. The message regarding free range farming is beautifully and engagingly told and the soundtrack is so unique. It offers everything a family at the movies needs to feel good before their cinematic experience.

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4) Canal+ 'Bear'
This is an ad that's perfect for cinema. It's about the power and love of movies, about making movies and why they're so powerful ... with a very, very funny ending.

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5) BGH 'Dads in Briefs'
The cinema is often a family affair but unlike P&G's spot, this is all about dad. However, it doesn't so much acknowledge their contribution to raising kids, but focuses on the humour of unique fatherly behaviour. It's so funny that if it was to run before a comedy, the movie would seem funnier.

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Euro RSCG executive creative director Steve Coll and art director Ben Pearce

1) 'The Greatest Movie Ever Sold'
While not strictly a TV commercial or even a cinema commercial, The Greatest Movie Ever Sold would have to be one of the best examples of in-cinema advertising in recent times. It even picked up a Gold Lion at the Cannes Advertising festival, so we’re including it here.

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2) Philips 'Carousel'
This is a few years old but works awesomely across TV and cinema - not just because it's such a great piece of film, but it was designed specifically for the Philips 21:9 screen, which happens to be the same aspect ratio as a cinema screen. Beautifully shot, the campaign had a strong viral component and was shared across the globe before its release. Funnily enough, not one pack shot or voiceover. Yet everybody knew who it was for and what it was about.

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3) Canal+ 'Bear'
Like any commercial that works well on TV and cinema, this spot commands your attention from start to finish. In the cinema, you're competing with the conversation you're having with the person next to you, mobile phones, popcorn and bathroom breaks. This is so compelling, it makes you sit up and take notice.

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4) Doritos 'Dips Desperado'
A beautifully crafted story, beautifully directed by Australia's own Glue Society, this could easily pass itself off as a short film.

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5) Melbourne International Film Festival
Saved the best for last. Just brilliant. Wish we got the TV ads in Sydney.

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