Court Burkitt & Company has unveiled its first work for Gonzalez
Byass, the IDV-distributed sherry brand which it won from TBWA Simons
Palmer earlier this year.
The humorous press and radio campaign contrasts how the brand might be
advertised in its native Spain with a traditionally reserved British
Loud, exuberant images of young people enjoying themselves on the beach
are undermined by a disclaimer at the bottom that reads: ’This
advertisement is saying one chilled glass of refreshingly dry Tio Pepe
Fino Sherry is all it takes to send your taste buds leaping into the
realms of previously unknown ecstasy. Especially when served with
olives. Mind you, advertising is different in Spain.’
Tom Rodwell, vice-chairman of CBC, commented: ’The humorous counterpoint
allows us also to explain product facts and serving suggestions.’
The ads are aimed at a much younger audience than the traditional
middle-aged sherry drinker. Press work will appear in titles including
the Sunday Times, Hello! and Good Food.
Five radio ads supporting the press work will be played mostly on London
stations including Capital and Jazz FM. As a Spanish native speaks
passionately about sherry, the restrained English voiceover translates
the words, conveying an air of surprise as he finds himself likening the
drink to the touch of a cool white thigh on a hot summer’s evening.
The ads were all written and art directed by Louise Roberts and Paul
Burch. Media is handled in-house.