MEDIA CHOICE: UIP's Lara Croft outdoor campaign

"Ever since Eva first said hello to the boys, outdoor media has been used to enlarge and capture male fantasies, looming down on us like big wet dreams on the way to work. The latest in this neck-twisting line of poster-powered pleasure is a giant Lara Croft - and she doesn't disappoint, standing literally head and shoulders above the field with 20 spectacular billboards featuring a 20-foot-high Lara.

"The world's sweatiest sex symbol is currently brightening up London's Cromwell Road and 19 other city centres promoting her latest film, Lara Croft Tomb Raider: The Cradle of Life. Action movies are perfect subject matter for outdoor and it's good to see them using the space with a bold physical execution.

"Lara's billboards will soon be joined by an Adshel and taxi media campaign so there will be absolutely no escape from our all-action Angelina. But who's complaining? Not me."

Client: UIP

Medium: Clear Channel billboards, Adshel, Taxi Media

Media planning: Ian Brewer at Mediaedge:cia

Media buying: Annie Gaffney and Paul Burroughs at Portland

Creative: Tea

Brief: Build awareness of the around the release of Lara Croft Tomb

Raider: The Cradle of Life

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