HHCL uses gothic style for Metz ’judder’ work

HHCL & Partners has applied a creepy folkloric theme to the new pounds 4 million Metz campaign for Bacardi Martini.

HHCL & Partners has applied a creepy folkloric theme to the new

pounds 4 million Metz campaign for Bacardi Martini.

The campaign extends the ’judder’ theme, which was introduced in the

brand’s previous execution, ’freelance scientist’.

The ad is set in a snow-covered eastern European forest. It opens with

marionettes, who morph into real people as the heavily-accented

voice-over recites the rhyming tale of the ’Judderman’.

As the narrator warns, ’beware the Judderman when the moon is fat’, we

see an innocent traveller walking through the woods. He meets the

wicked-looking Judderman, who uses a bottle of Metz and the prospect of

a judder to lure the traveller to a strange, snowy scene, where other

people are drinking Metz and experiencing the strange judder sensation.

The voiceover warns: ’Schnapps so sweet has teeth, my love, and sharp

ones at that.’

The campaign, which will break on 7 February, includes 50-, 30- and

ten-second versions of the film.

The commercial was shot in Budapest to enhance the cold and mysterious

theme. The Judderman is beguiling, mysterious and cold - all features

that are intended to symbolise the drink.

Hand-cranked cameras and other techniques from the beginning of the last

century were used to give the ad a gothic-style storybook feel.

Maurice Doyle, marketing director of Bacardi Martini, said: ’Metz has

competitive creative work with the Judderman campaign. It researched

positively and we expect the consumer and the trade to react well to

it.This year will be big for Metz, the above-the-line work should

provide a strong platform for all brand communication.’

The ad was written by Jonathan Burley, art directed by Ian Williamson

and directed by Enda McCellion through Spectre. Media buying is by

Universal McCann.

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