Alcohol ads have flooded our screens (TV and cinema) in advance of the drinking binge called summer.
Something similar is happening at the other end of Earth, in preparation for the drinking binge called winter.
Humans don’t need much of an excuse.
Viewing Baileys’ Cream with Spirit followed by Smirnoff’s Yours for the Making is really interesting. Both campaigns launched this weekend. Both will run in the U.K. Baileys was made in London (Bartle Bogle Hegarty) BBH has an office in New York. Smirnoff was made in New York (JWT). JWT has an office in London. Baileys targets women. Smirnoff targets trendies.
JWT had the Bailey's campaign until BBH won it eariler this year.
Baileys’ made in London is inspired by the 1930s films of Hollywood director Busby Berkeley. A cast of god knows how many dancing women are transformed into a human kaleidoscope, to Blondie’s Rapture from 1981. It is a relaunch campaign of epic proportions. The tagline, 'Cream with Spirit' is new. It’s the first work by BBH since they picked up the account. It launched on Sunday night, October 7th, during the first episode of new season Homeland as a 90 second. It is supported by cinema, print, outdoor and digital – in every continent of the world.
Cream with Spirit was written by Kat Bojcuk and Steve Sorec, and directed by French team Megaforce through Riff Raff Films. The choreographer was Michael Rooney, son of the U.S. comedy actor, Mickey Rooney (whose career spanned 90 years, btw.) Rooney has also choreographed for our Kylie. Megaforce have directed for Madonna. The four print executions were shot by fashion photographer Norman Jean Roy
“We’ve always been at our best and truest to ourselves when we’ve celebrated the brilliance and magnificence of women and with this new campaign we are reaffirming that timeless truth, but are doing it with a modern twist,” is what Garbhan O’Bric, Baileys global brand director, thinks of the campaign.
Smirnoff’s spot is called Nocturnal Awakening. Nocturnal Awakening is, by coincidence (?) the hottest club in New York right now, located in an abandoned warehouse.
he commercial is a montage of nightlife hyperbole. It beckons you to let go of your fear and experience the night. ‘The night’ is filled with tear gas, screeching owls, glitter showers, ice-filled pianos, ‘Grace Jones’, an exploding watermelon, a chameleon...The ECUs of lips echo JWT's Baileys campaign from last year (oops?). Did I mention hyperbole? And it's boosted by the voice-over. “The Nocturnal Awakening is about to begin. We invite the creators, the curious, the yearners...Let others sleep in their bed, we’ll stay awake and dance when we’re dead... Don’t be afraid to try something new...It’s yours for the making...” Spectacular images.
JWT executive creative director, Ben James, was supported by art director Eric Larkin and copywriters Alexis Reid and Visha Nguyen. Director was Nima Nourizadeh for production company, Partizan, with post-production by Final Cut/Absolute.
Classic vs avant-garde. Happy vs disquieting. Easy vs edgy. Which big night out would you rather?