Court Burkitt launches pounds 2m Bell’s whisky campaign

Court Burkitt & Company unveils its first work for Bell’s whisky this week with a pounds 2 million campaign that looks at the ’growing’ experiences people might go through during the eight years that a bottle of Bell’s has been maturing.

Court Burkitt & Company unveils its first work for Bell’s whisky

this week with a pounds 2 million campaign that looks at the ’growing’

experiences people might go through during the eight years that a bottle

of Bell’s has been maturing.



A 60-second commercial opens with the question: ’What have you been

doing while Bell’s has been maturing?’ It continues with a series of

vignettes, including a man examining his bald patch and a father present

at the birth of his first child - all familiar experiences to Bell’s

target audience of 25- to 35-year-old males.



It concludes with the line: ’Eight years. Well spent.’



Court Burkitt won the account from WCRS in May following a global

advertising review by United Distillers & Vintners, although UDV has

aligned most of its brands into its three international networks - Leo

Burnett, J. Walter Thompson and the Lowe Group.



The commercial is accompanied by the song, Young at Heart, originally

made famous by Frank Sinatra but which has been re-recorded especially

for the ad by Ian McCulloch, the lead singer of Echo & the Bunnymen.



Jon Canning, the creative director of Court Burkitt, said: ’Whisky

advertising tends to be very worthy but exceedingly dull. This is a big,

involving thought which allowed us to come up with an emotional,

passionate commercial that communicates maturity through life’s ups and

downs instead of resorting to shots of oak casks gathering cobwebs.’



The commercial was written by Jon Leney, art directed by Richard Donovan

and directed by Matt Winn through Freedom Films.



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