AMV develops Famous Grouse theme

Matthew Gloag is set to fire its first salvo in the Christmas TV whisky war next week with new advertising that is part of an ongoing effort to bring its Famous Grouse brand up to date.

Matthew Gloag is set to fire its first salvo in the Christmas TV

whisky war next week with new advertising that is part of an ongoing

effort to bring its Famous Grouse brand up to date.



Produced by Abbott Mead Vickers BBDO, three new commercials will join

four others made last year, bringing to life the eponymous bird that

appears on the Famous Grouse bottle.



Transferring the brand’s long-established icon into contemporary

surroundings has been at the heart of a creative strategy designed to

boost Famous Grouse’s appeal to younger drinkers.



One of the new films, which will run over the next five weeks,

capitalises on the brand’s popularity north of the border by showing the

bird being covered with smacking kisses which leave bright red lipstick

outlines.



The endline states: ’Best loved in Scotland.’



Another spot features the grouse executing a comical arabesque to the

line, ’Perfectly balanced.’



In the third, the grouse saunters along to a cool saxophone arrangement

of the campaign’s theme music. As the bird pauses to arch an eyebrow,

the word ’mellow’ appears on the screen.



Written by Mary Wear and art directed by Damon Collins, the films were

directed by Jerry Hibbert of Hibbert Ralph Animation, and Dave Throsset

of the Mill, using animation techniques first developed for Jurassic

Park.



Media buying and planning is through New PHD.



Abbott Mead developed the creative strategy after breaking Saatchi &

Saatchi’s 20-year tenure of the pounds 2.8 million account in June 1995.

It took the brand on to TV for the first time last year.



The universal imagery of the campaign has increased the likelihood of it

being run in international markets.



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