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People go to great lengths to show their love of film in a new campaign promoting the 38th Chicago International Film Festival. Three 30-second TV spots from DDB Chicago break this week on Showtime and local stations.

The work continues the theme from previous years, "For the love of film," with scenes depicting the efforts of dedicated moviegoers to make sure they get the best in a movie theater, says Diane Jackson, DDB's executive producer.

One spot shows a guy's frustration with two gabby women sitting behind him in the theater. He offers them Juju Fruits, which prevent them from speaking.

In another spot, the man pours soda on the seat in front of him to ensure an unobstructed view of the screen.

The work was shot in a single day at Chicago's Music Box Theater, one of the forums for the festival, which kicks off Oct. 4.