D’Arcy reworks Southern Comfort

D’Arcy is unveiling its debut TV and cinema work for Southern Comfort this week, relaunching the spirit brand to give it a more up-to-date image.

D’Arcy is unveiling its debut TV and cinema work for Southern

Comfort this week, relaunching the spirit brand to give it a more

up-to-date image.



The pounds 3 million pan-European campaign, entitled ’colour story’,

will break first in the UK and then in Germany and Greece.



The 40-second spot follows a man’s stressful walk down a busy street in

New Orleans. Along the way, he encounters scenes of anger and jealousy,

witnessing two men arguing furiously and a policewoman staring enviously

at another woman’s sports car. In each case, the words ’red is anger’

and ’green is envy’ appear on screen.



The scene culminates when the man enters a welcoming, amber-lit bar,

where he is at once surrounded by a group of friends. The words, ’amber

is Southern Comfort’ appear on screen. The ad introduces the new

endline, ’takes you to a warmer place’.



Southern Comfort is owned by Brown-Forman and distributed in the UK by

IDV. Bob Krall, Brown-Forman’s area vice-president for the UK, Ireland

and the Netherlands, said: ’’Colour story’ allows us to update our image

and leverage our product’s mood, colour and distinctive taste

delivery.’



The commercial was written and art directed by Nick Hastings, the

creative director at D’Arcy, and directed by Daryl Goodrich through

Experience.



Media planning and buying are being handled by MediaVest.



’Consumers always talk about Southern Comfort’s warming affect. The ad

dramatises this by contrasting the colder atmosphere on the street with

the friendliness of the environment where Southern Comfort is typically

enjoyed,’ Hastings said.



D’Arcy picked up the Southern Comfort account in 1997 after a three-way

pitch against Bates Dorland and J. Walter Thompson. Its first work was a

pan-European press and poster campaign which broke in May this year and

marked an end to the emphasis on the brand’s Deep South heritage.



The brand was previously handled by Court Burkitt & Company.