Simpsons Movie DVD blitz underway

£5 million ad campaign pushing eagerly awaited DVD release of The Simpsons Movie.
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The film was a summer box office smash, and now 20th Century Fox is backing the DVD launch of The Simpsons Movie with a hefty £5m ad drive to ensure a lucrative Christmas.

According to Brand Republic, 20th Century Fox Home Entertainment has teamed with media agency Vizeum for an integrated push, kicking off on December 3rd.

TV ads will run in the UK and Ireland, including a spot during The X Factor final on December 15th, while Fox will also partner with Nickelodeon for advertorial and a dedicated website.

A radio push will involve an American yellow school bus, as part of a Capital Radio promotional on Johnny Vaughan's breakfast show during launch week. The bus will be used in caller competitions.

A nationwide outdoor campaign will use London taxis, digital roadside boards and other high profile sites across the UK. There will also be an online takeover page on the MySpace TV homepage and further online activity with Facebook, Lycos, Channel 4, Virgin Media and The Sun.

Planning manager at Vizeum, Leela Chivers, said: "To celebrate the release of one of the biggest films of the year on DVD we needed to make The Simpsons Movie synonymous with Christmas. All communications will tap into this theme using the family and Spider Pig, cutting through the whitewash of gift advertising with engaging communications across the channel."

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