HMV launches Valentine campaign

HMV is to launch its first-ever TV campaign for Valentine's Day featuring a montage of love scenes from famous films. By Mark Sweney

HMV is to launch its first-ever TV campaign for Valentine's Day featuring a montage of love scenes from famous films including Casblanca, Dirty Dancing and Ghost.

The TV ad, which breaks this weekend, is part of the largest-ever Valentine's Day marketing campaign by HMV.

It features a sixty-second montage of famous scenes of romance from movies and TV shows including Breakfast at Tiffany's, An Officer and a Gentleman, Titanic, Four Weddings and a Funeral and Sex and the City.

The ad, which also features the theme tune from Baz Luhrmann's Romeo + Juliet, ends with the strapline "The films you love for the one you love".

HMV's TV campaign, which will be supported by press ads and in-store offers on new releases such as Atonement, will air across ITV, Channel 4, Sky and Channel Five.

The balcony kiss between Leonardo DiCaprio and Claire Danes from Romeo + Juliet will feature in in-store promotions and in press ads.

"Valentine's Day is, clearly, becoming an increasingly important gifting event within the trading calendar which is reflected in the fact that this is our largest ever campaign," said Graham Sim, marketing director at HMV.

CREDITS: The film clips are courtesy, permission and copyright of Twentieth Century Fox Home Entertainment (Titanic, Four Weddings and a Funeral, and Romeo + Juliet), Paramount Home Entertainment (Ghost, Breakfast At Tiffany's, An Officer And A Gentleman, Sex And The City), Elevation Sales (Dirty Dancing), ITV/Spirit (Brief Encounter), Universal Pictures (Pride and Prejudice) and Warner Bros. (Casablanca).

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Mark Sweney

The GuardianTramp

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