Euro RSCG Wnek Gosper emphasises the sociability of whisky drinking
in a pan-European campaign for United Distillers’ RX bourbon brand, its
first work since gaining a place on the United Distillers roster.
The 90-second ad, created by Martin Loraine and Steve Jones, shows a
vacuum-cleaner salesman going from house to house as he attempts to
demonstrate his wares to potential customers.
At his first appointment, he slips a dollars 10 note under the door and,
when the door is opened, the salesman pretends the money belongs to the
house-owner who is impressed by the salesman’s apparent honesty.
The film goes on to show the salesman charming a woman’s vicious pet
dogs to get into her trailer.
In the concluding vignette, he pays a man to make a phonecall to him in
a bar. The salesman goes into the bar and orders a glass of RX
bourbon.
The phone rings behind the bar and the barman asks if there’s anyone
called Jim around - the salesman takes the phone. He pretends it is a
call from the hospital and that his wife has just given birth - and he
gets his bourbon on the house.
The scene ends with people in the bar testing his vacuum cleaners. The
endline is: ’You don’t have to break the rules, just bend them.’
The ad is on test in Eastern Europe and may be aired in the UK once the
brand has been fully launched. It was directed by Mike Stephenson
through the Paul Weiland Film Company. Media is being bought locally.
