Starz Movies Are on the ‘Make’

SAN FRANCISCO Omnicom Group’s TBWA\Chiat\Day here has launched its first advertising for movie network Starz.

Tagged “Movies make us,” eight television spots show 30-second vignettes of people in everyday life situations, acting boldly after being inspired by films.

In “Airport,” a harried man at an airport counter desperately tries to board a last-minute flight to Baltimore. The clerk tells him there is one seat left, at a cost of more than $2,000. He pulls out several credit cards, paying the steep price on separate cards just to get on the plane. “Movies make us run after the girl,” a voiceover announces.

Other spots play on that theme, with “Movies make us connect,” “Movies make us daring” and in one sentimental ad, a young girl traveling across town to release a pet fish in the ocean, “Movies make us care.”

All ads end with the line, “Movies make us. And all the newest hits are on Starz.”

“They are all about people who love movies,” said Kelly Bumann, Starz’ vice president of brand strategy.

The spots have been running on six of Starz’ channels since May 30, Bumann said.

At the end of March, Starz launched a new branding push for its movie network. This part of the campaign was intended to support the range of Starz channels.

Starz Entertainment Group, a subsidiary of Liberty Media Corp., is based in Englewood, Colo. It spent $10 million on advertising in 2004 and $4 million through April 2005, per Nielsen Monitor-Plus.