Baileys creates 'infectious' strapline

Bartle Bogle Hegarty is unveiling its debut TV ad for Baileys since snatching the £40 million global creative brief from J. Walter Thompson last year.

"Float", which is being supported by a £1 million media spend, breaks on Monday and introduces the strapline: "Baileys Infectious."

Set in a zero-gravity bar, the execution opens on people floating around the bar. The barmaid brings a bottle of Baileys to the table and pours it, forming a perfect ball.

A barman, who is juggling glasses, drops one and it hits the ball of Baileys, causing smaller balls to be dispersed across the room.

The drinkers chase and then drink the balls, with more and more people joining in until the whole bar is involved.

The 30- and 60-second executions were written by Jason Bolton and art directed by Per Kvalaag. Bruno Aveillian was the director through the production company Quad.

The spots will run on terrestrial and satellite channels between primetime programmes such as Footballers' Wives, Friends and Sex and the City. Media planning and buying is through Carat.

Graham Appleyard, the marketing director for Baileys at Diageo Great Britain, said: "The new ad 'float' represents the role that Baileys can play as people enjoy connecting with others and we believe that the ad will drive awareness of the brand, and therefore sales, during the key Easter period.

"The strapline for the ad, 'Baileys Infectious', represents a situation we see across the country: as soon as one person asks for a Baileys, everyone wants one."

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