Advertising watchdogs have allowed a TV commercial for a premium
alcohol brand which features male strippers to be screened before the
The Broadcast Advertising Clearance Centre has given the all-clear to
the 30-second spot for the Seagram-owned Morgan's Spiced Gold in which
male strippers liven up a bingo game.
The ad is Grey Worldwide London's first to be produced since the agency
was appointed to the creative assignment in May last year.
The film, which will run in the Scottish, Grampian and Borders TV
regions, marks Seagram's intention to become a serious player in the
premium packaged spirit market dominated by Bacardi Breezer and Smirnoff
The sector, worth about pounds 1 billion, is set to double in the next
five years and Seagram intends to make Morgan's Spiced Gold the number
three brand in the UK.
The campaign initially will run for nine weeks in Scotland, where it is
claimed to be the fourth most popular spirit, as the precursor to a
probable national roll-out.
In the ad, filmed at a working man's club in London's Hammersmith, male
strippers undress to reveal bingo numbers on their bodies.
The final stripper rips off his G-string to reveal the last number. The
club falls silent before an elderly lady jumps up yelling 'house'. The
endline is: 'Bingo. Spiced up by Morgan's Spiced Gold.'
The commercial was written by Kate Humphries, art directed by Nick
Rowland and directed through Eclipse by Sanji, best known for his
Grammy-winning Lauren Hill video Everything is Everything. Media is
planned and bought by New PHD.