HMV launched its first TV campaign for Valentine's Day featuring a montage of kisses from famous films and TV series including Sex in the City, Ghost and An Officer and a Gentleman.

Topaz helped HMV develop the concept by cutting different clips together to create maximum emotional effect. The ad was aired over all the major UK channels leading up to Valentines day.

"The amazing thing we learnt was that it is that moment as the eyes close before the kiss which creates the emotion, any longer and it begins to feel intrusive" said Adam Leah, Video Editor at Topaz.

The advert features the theme tune from Baz Luhrmann's Romeo and Juliet and ends with the strapline "The films you love for the one you love" along with some of the films dialogue.

Graham Sim, marketing director at HMV said "Valentine's Day is, clearly, becoming an increasingly important gifting event within the trading calendar which is reflected in the fact that this is our largest ever campaign,"

Following on from valentines day Topaz developed a World Cinema ad following the same philosophy which has aired across Sky Movies and FilmFour channels.
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"the Kiss" Credits: The film clips are courtesy, permission and copyright of Twentieth Century Fox Home Entertainment (Titanic, Four Weddings and a Funeral, and Romeo + Juliet), Paramount Home Entertainment (Ghost, Breakfast At Tiffany's, An Officer And A Gentleman, Sex And The City), Elevation Sales (Dirty Dancing), ITV/Spirit (Brief Encounter), Universal Pictures (Pride and Prejudice) and Warner Bros. (Casablanca).
World Cinema Credits: The film clips are courtesy, permission and copyright of USA Films (In the Mood for Love), Miramax/HBO Home Video (Cinema Paradiso), Miramax Zoe (Amelie), Sony Pictures Classics (All About My Mother, The Lives of Others, Angel-A), Newmarket Films (Downfall), New Yorker Films (Betty Blue), Picturehouse (Pan's Labyrinth), New Line Cinema, Picturehouse (La Vie En Rose)