Court Burkitt shows jocose debut work for Gonzalez Byass

Court Burkitt & Company has unveiled its first work for Gonzalez Byass, the IDV-distributed sherry brand which it won from TBWA Simons Palmer earlier this year.

Court Burkitt & Company has unveiled its first work for Gonzalez

Byass, the IDV-distributed sherry brand which it won from TBWA Simons

Palmer earlier this year.



The humorous press and radio campaign contrasts how the brand might be

advertised in its native Spain with a traditionally reserved British

approach.



Loud, exuberant images of young people enjoying themselves on the beach

are undermined by a disclaimer at the bottom that reads: ’This

advertisement is saying one chilled glass of refreshingly dry Tio Pepe

Fino Sherry is all it takes to send your taste buds leaping into the

realms of previously unknown ecstasy. Especially when served with

olives. Mind you, advertising is different in Spain.’



Tom Rodwell, vice-chairman of CBC, commented: ’The humorous counterpoint

allows us also to explain product facts and serving suggestions.’



The ads are aimed at a much younger audience than the traditional

middle-aged sherry drinker. Press work will appear in titles including

the Sunday Times, Hello! and Good Food.



Five radio ads supporting the press work will be played mostly on London

stations including Capital and Jazz FM. As a Spanish native speaks

passionately about sherry, the restrained English voiceover translates

the words, conveying an air of surprise as he finds himself likening the

drink to the touch of a cool white thigh on a hot summer’s evening.



The ads were all written and art directed by Louise Roberts and Paul

Burch. Media is handled in-house.



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