Together with the media agency Mediaedge:cia, UIP's in-house creative team has created a TV ad called a "hypermercial" which uses accelerated frames that need to be recorded and freeze-framed to be deciphered.
The format of the commercial ties in with the theme of the film, which involves a boy who discovers a watch that can slow down time.
UIP's ad airs this Sunday during the ad break in Hollyoaks. It is running a series of broadcast and print teaser ads advising viewers to be ready to record the ad. Press advertising will run in teenage magazines such as PlayStation and Sugar.
When slowed down, the commercial contains a series of clues that viewers can use to enter a competition to win a range of electronic prizes. UIP is supporting the TV activity with a promotion on the Pepsi Chart Show which involves records being played at a slower speed on-air.
The ads target the film's core audience of ten- to 14-year-olds. The press advertising features the line: "Prepare to enter hypertime and win big."
TV advertising was created by Steve Hunt at UIP. Mediaedge:cia's Aaron Quinn handled the media planning, and buying was also through the agency.
