Barrett Cernis moves Ame to cinemas

Advertising for Ame, the adult soft drink, is being extended into

cinema for the first time in the history of the Britvic-owned brand.

Barrett Cernis has produced the 60-second spot as part of an initiative

to present the drink as suitable for all occasions, rather than simply

as a wine substitute.

The film is different in style to the poster and women's magazine

campaign, which broke in May, but continues linking the brand with

Japanese imagery.

Both the print and cinema executions are inspired by the fact that Ame

is Japanese for "gentle rain".

The new ads, which will run until Christmas, capitalise on this by

featuring a traditionally dressed geisha going through the process of

being cleansed by rain to reveal a modern woman underneath.

The film was directed by Luke Losey through Serious Pictures, whose

executive producer, Donnie Masters, created an authentic Japanese garden

using five tons of pebbles.

Ray Barrett, the agency's creative director, art directed the film,

which was written by Jonathan Eley.

Barrett said: "The press executions are doing a specific job creating an

overall personality for the brand while giving specific messages. We

didn't just want to bring one press ad to life on the screen but do a

broader job and reinforce the brand's heritage in an entertaining and

relevant way."

Britvic's brand controller, Adrian Troy, described the ad as "a great

step forward for the brand". He added: "We have huge ambition for


Media buying is through MindShare.

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