The Industry Trust for IP Awareness and Paramount Pictures UK have joined forces to create a new anti-piracy advert based around the upcoming comedy Anchorman 2: The Legend Continues. The new trailer is notable for being the first Moments Worth Paying For promotion to feature 100 per cent original content created specifically for the campaign...

'It's fantastic to be working with Paramount Pictures on Anchorman 2: The Legend Continues. It's the perfect title for our bespoke trailer and we're thrilled with the outcome' stated Liz Bales, Director General at the Industry Trust for IP Awareness. 'As we know from our research, evolution is key to ensuring the campaign continues to resonate with audiences and this is the ultimate example of how film content can really deliver the anti-piracy message effectively.'

Anchorman 2: The Legend Continues opens at UK cinemas on December 20. Associated Moments Worth Paying For activity will run in cinema, outdoor and online.