NEWS: CBC injects wit into Baileys work

International Distillers and Vintners has introduced a humorous vein into its advertising for Baileys with a TV campaign that continues to reposition the drink as more than just an after-dinner tipple at Christmas time.

International Distillers and Vintners has introduced a humorous vein

into its advertising for Baileys with a TV campaign that continues to

reposition the drink as more than just an after-dinner tipple at

Christmas time.



The commercial, created by Court Burkitt and Company, opens on a couple

in evening dress walking into a slow, old-fashioned lift. Viewers don’t

see what happens in the elevator but, at its first port of call, a

little old lady is so scandalised when the doors open that she shields

her dog’s eyes from the scene within.



At the second stop, a businessman is waiting with his wife. When the

doors open he is instantly drawn in by what he sees in front of him, but

is restrained by his spouse.



Finally, the elevator reaches its destination and it is revealed that

the pair are simply enjoying an innocent glass of Baileys. However, both

have smiles on their faces, and a couple boarding the lift gratefully

accept the Baileys as a gift. ‘Baileys? Whatever next?’ is the endline.



Hugh Burkitt, chairman of Court Burkitt, explained that the 40-second

commercial was the first wave of a pounds 2.5 million campaign to

persuade consumers to drink Baileys whenever they go out, rather than

just at home.



He said the agency’s previous work, featuring a man bringing sacks of

ice to put in the drink, had been successful in encouraging people to

drink Baileys with ice, rather than just as an after-dinner liqueur, and

in attracting younger drinkers. The new campaign, which breaks this

Sunday, was designed, Burkitt said, to take this development further and

unlock new occasions for drinking Baileys.



Written by Mike Court and art directed by Nick Scott, the film was

directed by Sandra Goldbacher through Rose Hackney Barber.



After an initial pre-Christmas burst aimed generally at upmarket

drinkers, a more targeted approach designed to change the opinions held

by twentysomethings about Baileys will become apparent in 1997.



Court Burkitt handles media buying and planning on the account.



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