NEWS: BDDH to use real eccentrics in TV campaign for Banks’s beer

BDDH has unveiled its first work for Wolverhampton and Dudley Breweries since winning the account in November last year.

BDDH has unveiled its first work for Wolverhampton and Dudley Breweries

since winning the account in November last year.



The pounds 1 million campaign for Banks’s beer, which kicks off this

week, will consist of five TV ads in the style of mini-documentaries,

featuring real people who have strange obsessions or hobbies. The spots

are all unscripted and star real-life eccentrics.



The first ad in the series shows a middle-aged woman who dresses as a

gnome and runs a gnome sanctuary. She is interviewed about her sanctuary

and is asked if she’s tried Banks’s. When she doesn’t answer, the

voiceover says: ‘Banks’s is a beer that’s not too bitter, nor too sweet,

making it balanced. I think you should try it.’ The endline is ‘Banks’s.

A balanced beer in an unbalanced world.’



The remaining four executions show a group of worm charmers, a man who

has filled his house and garden with traffic cones, a woman who is

obsessed with test cards and a man who celebrates Christmas every day.



The campaign’s strategy is to target maturing younger drinkers who are

moving from lager to bitter. The commercials deliberately avoid using

descriptions such as ‘smooth’ or ‘creamy’.



The campaign is to highlight the change of name from Banks’s Mild to

Banks’s, and also to try and re-position the brand more towards younger

drinkers. Leslie Butterfield, chairman of BDDH, said: ‘Wolverhampton and

Dudley sells more than one million pints of Banks’s a week, and we

wanted to reflect the quaffable flavour of it.’



The ads were written by Owen Lee, art directed by Gary Robinson and

directed by Kirk Jones through Tomboy Films. Media is through CIA.



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