Vue enlists Star Wars actor John Boyega to highlight the power of big-screen entertainment.
"So, stories – the story is that they are everywhere," Boyega begins, poking fun at the monotonous food selfies and dog videos of Instagram culture. With tasteful nods to Hollywood classics along the way – including American Beauty, When Harry Met Sally and Batman – Boyega finally appears as he prepares for a destructive action sequence.
The spot ends as the film star encourages phone users to disconnect from the outside world and lose themselves in a cinematic experience.
Launching today (10 January), the ad will run in every Vue screening in the UK and Ireland, as well as across out-of-home and social channels. It was created by Jack Brough, Laura Jones, PJ Kirby, Claudio Gorini and Jess Smith, and directed by Jake Scott through RSA Films