Miles Calcraft Briginshaw Duffy has created six idents for the
Scotch whisky brand Bell's sponsorship of the Scottish Football
Bell's is the UK's number one brand in terms of sales, but trails The
Famous Grouse in Scotland - hence the local sponsorship.
The idents will break this Sunday, appearing in breaks during STV's
"Football First" programme.
They build on the "it's all in the blend" concept, introduced to Bell's
advertising last Christmas with a campaign starring Jools Holland.
The spots are based on the idea that men and women want to breed the
In one commercial, a man playing football is so impressed by a female
bystander's abilities when she kicks the ball back into play that he
asks her: "Would you like to have children? A boy, more
The endframe voiceover says: "Making a footballer - it's all in the
A second spot features a woman discussing a date with a friend. She
proudly informs the friend that he has big hands, at which the friend
suggests that they could make a great goal keeper.
Tamas Fodor, Bell's marketing manager, said: "This is our third year of
working with the Scottish Football League.
"These new executions are very humorous and we believe that they capture
the passion felt for football in Scotland.
"The executions reinforce the 'It's all in the blend' message, which has
been successful in driving consumer interest for the Bell's brand."
The spots were written by Jason Fretwell and art directed by Greg
They were directed by Wayne Holloway through Stark Films. Media planning
and buying is through Carat.