The Drum Awards Festival - Official Deadline

-d -h -min -sec

Creative Work of the Week Advertising

Creative Work of the Week: lonely robots connect at the movies for Cinemark


By Kyle O'Brien, Creative Works Editor

July 24, 2019 | 2 min read

It seems that people aren’t the only beings that feel lonely. An ad for Cinemark Hoyts in Argentina shows lonely bots connecting at the movies, which turns into a tender moment, even for artificial intelligence.

Agency Geometry saw that when people go to the movies, they are able to forget about their problems and immerse themselves in the action and entertainment. At the movies nothing interrupts people – they just get carried away by the experience.

The two-and-a-half minute spot shows a robot going through the boredom of daily life in the big city – waking up, going to work, riding the bus home again – until he goes for a date.

At the movies, he and his date experience emotions, which is shown by sparks flying out of their heads. At the end the robots suddenly turn human and squeeze hands in a moment of emotional connection – all to the soundtrack of Judy Garland singing Danny Boy.

For its ability to show that human connections can happen at the movies, even for robots, The Drum’s readers voted the campaign the Creative Work of the Week.

Make sure to view our latest Best Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

See the work by clicking on the Creative Works box below.

Cinemark Hoyts: Robots by Geometry

By Cinemark Hoyts

Overall Rating 5/5

Vote now
Creative Work of the Week Advertising

More from Creative Work of the Week

View all


Industry insights

View all
Add your own content +