Court Burkitt unveils Archers ads

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.

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.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).