Cineworld Cinemas UK: Cine-Charades by TWELVE

Reflective of the struggles consumers face when it comes to guessing what gifts to buy loved ones, Cineworld is putting an epic, cinematic twist on the ubiquitous game of Charades with its 2019 Christmas marketing campaign, which will be used in the UK and Ireland as well as being adapted for 6 other countries.

The advert begins with a spirited game of Charades, during a festive family gathering on Christmas Day. The ad makes meticulous use of costumes, make-up, lighting and special effects, as 9-year-old Lottie takes her family on an epic, cinematic journey through film. She transforms herself into some of the most iconic characters from upcoming blockbusters, including Star Wars: The Rise of Skywalker, Frozen 2, Top Gun: Maverick and Wonder Women: 1984, alongside her family, who follow the action, utterly immersed.