NEWS: Rainey Kelly takes satanic line for Tia Maria

Rainey Kelly Campbell Roalfe introduces the Princess of Darkness this weekend, as it unveils its first work for Tia Maria since winning the account from Publicis (Campaign, 7 June).

Rainey Kelly Campbell Roalfe introduces the Princess of Darkness this

weekend, as it unveils its first work for Tia Maria since winning the

account from Publicis (Campaign, 7 June).



A pounds 2 million pre-Christmas campaign exploits the trend for

drinking Tia Maria mixed with Coke. Three 20-second spots are built

around a series of mysteries, set in three different bars, in which the

barman describes the sequence of events surrounding the Princess of

Darkness.



In the first spot, the princess brings a carnival party into the bar,

and is ‘last seen dancing with the devil at sunrise’. In another, her

male companion disappears, leaving just his clothing behind, and in the

third she arrives with two friends and then clones a male drinker into

three, creating a partner for each of them.



The Princess of Darkness is played by Mitzi Martin, the first white

woman to represent the coffee liqueur brand. She follows in the

tradition of other famous Tia Maria frontwomen, started by the

supermodel, Iman.



Rainey Kelly has scrapped Publicis’s famous endline, ‘after dark, Tia

Maria’, and concludes each of the new commercials with the words: ‘The

Princess of Darkness.’



Trudy Lloyd, the marketing manager for Tia Maria, said: ‘These ads

identify the real essence of the brand, which is dark, powerful,

vibrant, and exotic.’



Robert Campbell, a creative partner at Rainey Kelly, said: ‘The films

have been beautifully shot, creating a look that is a cross between Pulp

Fiction and a film noir. The Princess is the female equivalent of the

devil.’



The commercials were directed by Andy Morahan, the director of the Guess

Jeans ‘cheat’ spot and Highlander 2, through Great Guns.



The campaign was written by Robert Campbell and Richard Beesening, and

art directed by Mark Roalfe and Andy Blood. The soundtrack was created

by Adrian Utley, a co-writer and co-producer with the top British band,

Portishead. Media buying is through Zenith Media.



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