Martini kicks off the next phase of its ‘beautiful people’ campaign this
week with a new commercial which invites viewers to send in snaps of
their favourite body parts.
The 30-second ad, by Howell Henry Chaldecott Lury, introduces a sleazy
American cosmetic surgeon called Sylvester Harvey. Harvey stands in his
consulting room dressed in a white coat - around the walls are black-
and-white photographs of legs, arms, noses and other body parts.
‘A regal nose, a shapely leg, a firm breast. I love them all,’ Harvey
proclaims, with the aid of graphic hand gestures. ‘Which brings me to
the Martini ‘most beautiful bits’ awards. Send us a photo of the best
part of your body - your nose, ankle...’ he suggests, before casting a
lecherous look at his glamorous assistant and adding: ‘...whatever.’
He continues: ‘The lucky winners will be whisked off on an exotic shoot
abroad and then immortalised in a Martini TV showcase. Come on, fame
Harvey picks up a photograph of a well-toned female bottom clad in a G-
string. ‘My wife June. Isn’t she gorgeous?’ he smarms.
The commercial ends with a telephone number which gives further details
of the competition.
The spot breaks this Friday and will roll out on national ITV and
Channel 4. It was written by HHCL’s Alan Young, art directed by Mark
Howard and directed by Young through Limelight. Media buying is through
The ad will be backed by a national tour conducted by a Martini ‘casting
director’, who will invite members of the public to compete by sticking
their most beautiful bit through a casting cloth. A final for all the
‘best bits’ will be held in November.