Utopolis cinemas – Reality sucks campaign

The Belgian group of Utopolis cinemas launched a print campaign several years ago titled ‘Reality Sucks’. Here’s a few examples of that campaign, which showed historic movie moments from movies like Titanic and Free Willy – but then as not so great scenes.

Titanic:

Free Willy:

The campaign focused a -lot- on escapism: the chance for people to escape from everyday reality, which, according to the ads, sucks. Just like games and watching tv is a form of escapism, watching movies is another. I like how the Utopolis cinemas made this combination of famous movie moments and ‘bad situations’ in reality into the campaign. It’s especially strong in print, where things always have just a bit more impact than online, with fewer signals distracting.