Mutual de Seguridad and Cine Hoyts ran 'Safety Tips from a Stunt Double' across Chilean cinemas in 2019, using Pablo Perillo, Bruce Willis's official stunt
Mutual de Seguridad Puts a Bruce Willis Stunt Double in Chilean Cinemas
"Safety Tips from a Stunt Double" is a 2019 Chilean public-interest film campaign, created by MRM//McCann Santiago for Mutual de Seguridad and Cine Hoyts, in which Pablo Perillo — Bruce Willis's official Latin American stunt double — delivers earthquake-safety instructions as a pre-film placement before every Hoyts cinema screening nationwide across Chile.
The campaign operates at the intersection of entertainment and public safety, transforming what might otherwise be a routine safety announcement into a piece of genuine cinema programming. Running for a planned 12-month national cycle, according to LBBOnline, the film reaches audiences in the precise moment they are most receptive to screen content: settled in their seats, anticipating the feature. By casting a stunt performer already associated with Hollywood spectacle, the campaign borrows credibility from the world of professional risk-taking and applies it directly to the messaging of a workers' mutual insurance organisation.
Mutual de Seguridad is a Chilean mutual safety association, and Cine Hoyts is one of Chile's principal multiplex cinema chains. Together, these two organisations established an ongoing annual partnership for cinema-based safety communications, of which this campaign represents at least the second consecutive edition, as noted across records on Ads of the World and LBBOnline. The film runs at one minute and twenty-seven seconds, according to LBBOnline, a duration long enough to establish narrative but calibrated not to exhaust the pre-feature window. McCann's strategic choice to anchor the creative to a named, verifiable individual — rather than a fictional character — gives the public-interest message the authority of lived professional experience. Clapboard Score: 64/100.
Cinema advertising occupies a structurally advantaged position among media formats. According to Warc, cinema advertising was one of only two major media channels expected to maintain or increase its share of total advertising expenditure in 2019, alongside internet advertising — a distinction that made the format particularly attractive for campaigns requiring sustained attention rather than a fleeting impression.
In Chile, the case for cinema placement is sharpened by seismic geography. The country sits on the Pacific Ring of Fire and experiences earthquakes with a frequency that makes public awareness of safety procedures a genuine civic priority rather than a theoretical concern. Mutual de Seguridad, as a workers' mutual insurance body, has a direct institutional interest in reducing injury through preparedness. Placing safety tips inside a cinema, before an audience that has voluntarily entered a large public building and switched off other distractions, addresses a specific behavioural gap: people rarely seek out earthquake-safety content, but they cannot avoid a pre-film placement.
The competitive landscape for public-interest safety communications in Chile is shaped by government agencies and private insurers who typically rely on television spots or printed materials. Neither format offers the captive, undistracted audience that a darkened cinema provides. By partnering with Cine Hoyts — one of Chile's leading multiplex operators — Mutual de Seguridad secured a distribution channel that rivals could not easily replicate, embedding the safety message within a premium entertainment context that lent the content both prestige and inevitability. The decision to make this an annual programme, as documented on Ads of the World, further reinforced the campaign's public-health ambition beyond a one-off activation.
The creative execution of "Safety Tips from a Stunt Double" is built on a single, durable insight: the person most qualified to speak about surviving extreme physical danger is someone who has made a professional career of it. Pablo Perillo, identified by LBBOnline as Bruce Willis's official stunt double in Latin America, delivers the earthquake-safety instructions directly to camera, his professional identity doing the work that a statistics-heavy script never could.
The film was directed by Martín Duplaquet for production company Funky Films, according to Ads of the World and Behance. The production also involved Chilean special-effects company Carroza FX and the specialist firm Stuntman.cl, as reported by LBBOnline, ensuring that the physical and technical dimensions of the stunt world were authentically represented rather than approximated. Executive producer Iván Silva oversaw production, per Behance. The creative team at MRM//McCann Santiago was led by Executive Creative Director Cristián León, known professionally as Ritalín, with Creative Director Tomás Cabrera Ferralis shaping the campaign's narrative architecture, as credited on Ads of the World and Behance. Senior art direction was handled by Angelo Zambrano and Julio Cifuentes, with copywriting by Fabrizzio Navarro, according to the same sources.
At one minute and twenty-seven seconds, the film is long enough to establish Perillo's persona and allow the safety content to land with weight rather than haste. The choice to shoot in a cinematic register — rather than in the flatter visual language common to institutional safety videos — is deliberate. The campaign is designed to feel like it belongs in a cinema, not merely to be tolerated before one begins.
No independently verified audience figures or engagement metrics for "Safety Tips from a Stunt Double" are publicly available through named sources at the time of writing. The structural performance indicators, however, are substantial. According to LBBOnline, the campaign was planned for a 12-month national run across all Hoyts cinema screenings in Chile, placing it in front of every audience entering a Hoyts multiplex for the duration of that year. Given that Cine Hoyts operates one of the largest multiplex networks in Chile, this represents a consistent, high-frequency exposure to a self-selected entertainment audience — precisely the kind of captive reach that public-interest campaigns rarely achieve through conventional media.
The campaign received editorial coverage from Little Black Book Online on December 7, 2018, per LBBOnline, under the headline "Bruce Willis' Stuntman Stars In PSA Film Warning About Earthquakes" — indicating that the creative concept generated industry press attention in its own right, extending the campaign's reach beyond the cinema screen into trade and general media. This organic editorial pickup is a meaningful performance signal for a public-interest film operating without a conventional paid-media amplification strategy.
The campaign was also submitted to and documented on Ads of the World and Behance, indicating peer recognition within the advertising industry. The decision to continue the Mutual de Seguridad–Cine Hoyts partnership into at least a second annual cycle, as recorded on Ads of the World, is itself a practical endorsement of the format's effectiveness from the client side. Clapboard Score for this campaign is 64/100.
"Safety Tips from a Stunt Double" is a 2019 Chilean public-interest film created by MRM//McCann Santiago for Mutual de Seguridad and Cine Hoyts. Pablo Perillo, Bruce Willis's Latin American stunt double, delivers earthquake-safety instructions as a pre-film placement before all Hoyts cinema screenings nationwide in Chile, according to LBBOnline.
Pablo Perillo is an Argentine-born stuntman identified as Bruce Willis's official Latin American stunt double, per LBBOnline. MRM//McCann Santiago chose him because his professional expertise in surviving extreme physical danger lends authentic authority to earthquake-safety instructions, transforming a routine public-interest message into a credible, narrative-driven cinematic film.
MRM//McCann Santiago created the campaign. Executive Creative Director Cristián León led the team, with Creative Director Tomás Cabrera Ferralis, senior art directors Angelo Zambrano and Julio Cifuentes, and copywriter Fabrizzio Navarro, as credited on Ads of the World and Behance. Director Martín Duplaquet helmed the film for production company Funky Films.
The film ran as a pre-screening placement before all Cine Hoyts cinema screenings nationwide in Chile, according to LBBOnline. The campaign was planned for a 12-month national run, ensuring consistent exposure to captive cinema audiences across the Hoyts multiplex network throughout the duration of the programme.
Yes. The 2019 campaign continues an annual programme established by Mutual de Seguridad and Cine Hoyts, with a predecessor campaign titled "Consejos de un Doble de Acción" running from 2017 to 2018, as documented on Ads of the World. MRM//McCann Santiago created both editions, making this a multi-year public-safety communications partnership.
The campaign received a Clapboard Score of 64 out of 100. This mid-range score reflects the campaign's strong strategic clarity and authentic casting, balanced against the absence of independently verified audience performance data and its relatively contained single-market deployment within Chile's cinema advertising ecosystem.
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