Court Burkitt & Company launches a new television campaign for
Archers next week, with four commercials focusing on the little
incidents that contribute to a good night out.
All four spots have been filmed with a minimalist ’frosted’ look,
reflecting the design of the Archers bottle.
Although the style of the ads is very different from past campaigns, the
new work continues to use the same device of flashing up a word
on-screen from which the letter ’a’ is singled out and remains
highlighted to form the beginning of the word ’Archers’.
’Coat’ shows a man approaching two girls at a bar and dancing beside
them in an attempt to impress them.
It is not long before they walk off to get their coats and leave.
’Wager’ has a woman approach and kiss a stranger sitting at a bar. As
she walks away, back to her cheering friends, the word ’wager’ appears.
Two other executions are ’trained’ and ’tactics’.
Jon Canning, the creative director of Court Burkitt, said: ’It’s always
tempting to move spirits advertising out of the bar and not show the
drinker, because it’s so difficult to get right.
’This campaign allows us to take a fresh look at what happens on a night
out, because the technique lets the viewers interpret the people and the
place for themselves.’
The campaign was written by Iain Hunter, art directed by Marie Goodwin
and directed by Pedro Romanyi through Outsider. Media planning is by
Court Burkitt and buying is through Carat.