Bell's rolls out comical football spots

Miles Calcraft Briginshaw Duffy has created six idents for the

Scotch whisky brand Bell's sponsorship of the Scottish Football


Bell's is the UK's number one brand in terms of sales, but trails The

Famous Grouse in Scotland - hence the local sponsorship.

The idents will break this Sunday, appearing in breaks during STV's

"Football First" programme.

They build on the "it's all in the blend" concept, introduced to Bell's

advertising last Christmas with a campaign starring Jools Holland.

The spots are based on the idea that men and women want to breed the

perfect footballer.

In one commercial, a man playing football is so impressed by a female

bystander's abilities when she kicks the ball back into play that he

asks her: "Would you like to have children? A boy, more


The endframe voiceover says: "Making a footballer - it's all in the


A second spot features a woman discussing a date with a friend. She

proudly informs the friend that he has big hands, at which the friend

suggests that they could make a great goal keeper.

Tamas Fodor, Bell's marketing manager, said: "This is our third year of

working with the Scottish Football League.

"These new executions are very humorous and we believe that they capture

the passion felt for football in Scotland.

"The executions reinforce the 'It's all in the blend' message, which has

been successful in driving consumer interest for the Bell's brand."

The spots were written by Jason Fretwell and art directed by Greg


They were directed by Wayne Holloway through Stark Films. Media planning

and buying is through Carat.