HHCL Brasserie, the broadcast-only subsidiary of Howell Henry Chaldecott
Lury, has unveiled its first work for Metz, a new premium-packaged,
schnapps-based spirit from Martini.
HHCL Brasserie was appointed to handle the Metz launch in March as a
direct result of Howell Henry’s work for the main Martini brand.
The first of three 20-second executions opens with a scene showing an
isolated hut on a snow-covered mountain. The camera moves into the hut,
where a man, who is wearing a red balaclava, sits at a table holding a
bottle of Metz.
The camera then reveals a group of shifty looking characters, as the
mystery man says: ‘This is Metz. It’s now in the UK - 5.4 per cent. It
has pure filtered schnapps in it.’ The endline reads: ‘Why does the Man
in the Mask drink Metz? For light relief.’
The campaign, which will be supported by a pounds 2 million media spend,
rolls out on ITV and Channel 4 from 11 July.
The ad was created and directed by Dave Shelton and Liz Whiston. Media
planning was by Michaelides and Bednash, with media buying through