HMV to launch second cinema campaign to promote Blu-ray Superhero collection

HMV is set to return to cinema screens for the second time this year as it looks to promote its blu-ray Superhero collection.

The retailer, which debuted its first theatrical campaign in five years this January, has teamed up with Bolder Creative to create the “Superhero” visual campaign.

Created to mimic a cartoon strip, the campaign features an animated HMV dog dressed in a red cape and is treated in part to look like comic book illustrations.

HMV will release two new TV campaigns to advertise its American box-set collections and selection of children’s books, CDs and DVDs ahead of the Easter holidays.

The TV campaigns launch on 9 April with the theatrical campaign following on 18 April.

Media planning and buying on the campaign was handled by The 7 Stars.