Dutch casual and jeanswear brand PME Legend has started a cinema advertising campaign in selected German and Swiss cinemas. PME’s promotion film has already been screened on Dutch and Belgian TV and at local cinemas. From October until Mid-December 2013, the spot will also be shown in 54 cinemas in Germany and Switzerland (UCI, Cinemaxx, and Cinestar, amongst others) during more than 5,000 movie screenings. The brand will also offer its customers a free service package for cinema advertising.

The 51 second long advert was produced by Frank Uyt den Bogaard, creative director, Just Brands, at the Opa-Locka Airport in Miami-Dade County, Florida, where the US Coast Guard has its office. The ad is based on the life and work of a cargo pilot. Collection-wise, the film puts PME Legend’s Bare Metal Jeans in the focus.

Robert Theijssen, managing director, PME Legend: “Next to the classic media channels, cinema advertising gives us the perfect platform to create an authentic PME Legend brand experience […]. With our exclusive service package, we targeted support sales for our customers and simultaneously push PME Legend’s brand awareness.”