MEDIA CHOICE: Grant Millar, the head of media at BT, picks the BBC's placement of its "Parkour" ad in cinema advertising spots around the release of the Spider-man film

"As I sat down, relieved to make the beginning of the reel after a battle across London, I was well placed to empathise with the 'real life Spider-man' David Belle who had resorted to running across rooftops in order to get somewhere in time to reach a programme/film which he considered to be unmissable. It was a great way to reach someone like me, who is a relatively light TV viewer and until that point had not had the opportunity to see the film in its entirety on BBC 1. And to anyone who has seen both Spider-man and the BBC film, the synergy between creative and environment goes without saying. A great combination of media selection, target audience insight and good old-fashioned media placement."

Client: BBC television
Medium: Cinema advertising
Media planning and buying: Emerson Bramwell and Jill Blenkinsop at PHD
Creative: Abbott Mead Vickers BBDO
Brief: Reach light viewers of BBC 1 who may have missed the spot when it
aired on television

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