Grey adds surreal feel to Diamond White blitz

Grey has unveiled its first work for Matthew Clark’s Diamond White cider brand since staving off a review of the account earlier this year (Campaign, 28 March).

Grey has unveiled its first work for Matthew Clark’s Diamond White

cider brand since staving off a review of the account earlier this year

(Campaign, 28 March).



The 60-second cinema ad, aimed at the brand’s 18- to 24-year-old market,

follows the surreal theme presented in the ’green bottle’ and

’upside-down’ commercials.



It is part of a pounds 7 million above- and below-the-line campaign for

Diamond White, which has suffered more than most drinks brands from the

explosion of alcopops in the UK.



The film runs to the music of Canyons Of Your Mind by the cult 60s

group, Bonzo Dog Doo-dah Band. Based on the suggestion that the world is

turned on its head, the sequence opens on a couple in a bizarre living

room and comprises a series of brightly coloured images, beginning with

a woman’s head in a doll’s house.



Sad clown-like twins sporting a mass of hair appear briefly, followed by

two Keystone-style cops on a beach, being watched by two pink cows.



A dog standing upright and dressed as an elegant woman turns its head in

time to the music, flanked by two peaked mountains. The sequence

continues with mermaids, underwater scenes, mannequins and evening

dresses made from pink roses.



The film cuts to the couple, this time in an underwater sitting

room.



A host of green bottles hang on pieces of string above them. The man

gulps like a fish. The strap-line is: ’Take a drink on the white

side.’



The ad was art directed by David George, written by Alan Curson and

directed by Carolyn Corben and Har-vey Bertram-Brown through Pink. Media

on the cam-paign is through BBJ Media Services.



The commercial rolls out nationally on 12 July and will run until the

end of October in 2,000 cinemas. Backed by ads in the September style

press, it will return for a second burst next year.



The Diamond White campaign is part of a pounds 9 million above-the-line

spend on Matthew Clark cider brands this year.



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