Gordon’s takes its G&T lessons to the cinema

United Distillers has released a cinema commercial created by Leo Burnett to show gin drinkers how to make the perfect Gordon’s and tonic - and uses the smell of juniper berries to do so.

United Distillers has released a cinema commercial created by Leo

Burnett to show gin drinkers how to make the perfect Gordon’s and

tonic - and uses the smell of juniper berries to do so.



The film is part of Gordon’s ’perfect serve’ drive which has so far

focused on teaching bar staff at 400 venues around London the best way

to prepare a perfect Gordon’s and tonic.



The commercial has been designed to dovetail with Gordon’s existing

television ads, which emphasise the physical and mental refreshment

qualities of the drink, and uses the same endline:

’Innervigoration.’



At selected cinemas the scent of juniper berries will be wafted around

the auditorium as the ad is screened, using Gordon’s widescreen

’aromarama’ technology, which was developed in conjunction with BOC

Gases.



The commercial opens with a grainy, scratchy film showing a gin and

tonic being prepared badly.



The gin is sloshed unceremoniously into a tooth glass, flat tonic is

poured in on top, and the finished drink is decorated with a limp slice

of lemon.



Finally, after one or two tiny pieces of ice are added, the unappetising

drink is displayed on a tatty revolving pedestal. A wobbly text message

flashes: ’Isn’t it annoying when things are made badly?’



The second half of the commercial shows the preparation of a well-made

Gordon’s and tonic, and uses a polished filming technique to create a

sophisticated look.



As Gordon’s splashes into a long glass filled with ice and topped up

with sparkling tonic, the audience is treated to arty angles, a techno

sound track and - in some cinemas - the smell of juniper, the berry from

which gin is made.



Andy Neal, United Distillers’ consumer marketing director, said: ’We’ve

been speaking to the trade about how to serve the perfect Gordon’s and

tonic.



’We want the customer in the pub to ask for a Gordon’s and tonic as

opposed to a gin and tonic, and if they’re unhappy with the way it is

made, they must say so.’



The commercial, which will break at the end of this month in London

cinemas, was written by David White and art directed by Steven Pipe at

Burnetts.



It was directed by Tom Merilion through Stark Naked. TMD Carat is

handling the media.