Court Burkitt & Company unveils its first work for Bell’s whisky
this week with a pounds 2 million campaign that looks at the ’growing’
experiences people might go through during the eight years that a bottle
of Bell’s has been maturing.
A 60-second commercial opens with the question: ’What have you been
doing while Bell’s has been maturing?’ It continues with a series of
vignettes, including a man examining his bald patch and a father present
at the birth of his first child - all familiar experiences to Bell’s
target audience of 25- to 35-year-old males.
It concludes with the line: ’Eight years. Well spent.’
Court Burkitt won the account from WCRS in May following a global
advertising review by United Distillers & Vintners, although UDV has
aligned most of its brands into its three international networks - Leo
Burnett, J. Walter Thompson and the Lowe Group.
The commercial is accompanied by the song, Young at Heart, originally
made famous by Frank Sinatra but which has been re-recorded especially
for the ad by Ian McCulloch, the lead singer of Echo & the Bunnymen.
Jon Canning, the creative director of Court Burkitt, said: ’Whisky
advertising tends to be very worthy but exceedingly dull. This is a big,
involving thought which allowed us to come up with an emotional,
passionate commercial that communicates maturity through life’s ups and
downs instead of resorting to shots of oak casks gathering cobwebs.’
The commercial was written by Jon Leney, art directed by Richard Donovan
and directed by Matt Winn through Freedom Films.