JWT Empowers B'buster Kids

Blockbuster plays off the scarcity of choice and control in kids lives in a new campaign for its video rentals from J. Walter Thompson here.
It is the Dallas-based company’s first attempt to specifically target kids for rentals of movies as opposed to video games, said JWT account director Jill Rhiner.
The company’s research found that children love to watch videos, “and even more than watching movies, kids love renting movies,” Rhiner said.
The campaign, which breaks April 5 on cable TV, humorously dramatizes scenarios where kids have little control.
One television commercial depicts girls being tormented by a tough-guy gym teacher and a boy subjected to an elderly barber’s unsteady clippers–situations where the kids have few if any options.