Vue has unveiled its first campaign since appointing Hijinks as its lead creative agency.

The campaign highlights the cinema chain’s Ultra Lux seats, designed to elevate the movie-going experience with a touch of luxury.

The 45-second advertisement features a voiceover by Paddington in Peru actress Ella Dacres, showcasing the seats’ premium features, including Italian leather upholstery, reclining back and footrests, a spacious side table, and convenient storage space for bags.

The campaign has planned a rollout across cinemas in the UK and Europe.

Additionally, it will feature online and across social media platforms.

Vue revealed that the film was created entirely in CGI, with support from creative studio Daydreamer VFX.

Hijinks CEO and Co-founder Alicia Iveson said: “Vue is a dream client, so becoming their agency of record is a massive thrill for Hijinks. We’ve really enjoyed making the inaugural film to promote the Ultra Lux seat.

“Every detail, from the dramatic camera movement and ethereal sound to the dynamic lighting were crafted to create the sense of the seat being an emotional roller coaster ride which transports you into the world of film. We’re looking forward to working with Vue to create more great work in the New Year.”