hile most movie channels get into advertising overdrive when they beam the latest blockbusters, PIX, the English movie channel from Sony Entertainment Television, plays up in its new campaign the fact that it airs only 'handpicked' movies.

One of the ads in the campaign features a woman holding up an extremely large bottle of drops in a bid to soothe her eyes. Another ad shows a man with thick soda glasses, who's so tired that he is literally squinting. The copy says: "We watch thousands of movies before handpicking a few." And the tagline says: 'Handpicked movies. Just for you." ... more