Whisky drinkers will be encouraged to unwind quite literally in a
new ad for The Famous Grouse Finest Scotch created by Abbott Mead
Part of a new £3 million campaign for the whisky brand, the ad,
called "unwind", opens with an object that looks like a spinning top
whirling across the signature white set. As the "top" slows down it
becomes apparent that it is the animated grouse unravelling himself.
As the grouse slows down, he sighs and plods off the screen to the
strains of the brand's familiar music.
The film breaks on 4 August and will be followed by two more ads in the
summer. Another execution, "the inglorious twelfth", shows the Grouse
donning a military helmet to protect himself on the opening of the
shooting season on 11 and 12 August.
Mandy Courtney, a board account director at AMV, said: "All the ads
continue the creative strategy of using the Grouse as hero to dramatise
wittily whisky drinking occasions and moods."
The campaign was written by Jeremy Carr, art directed by Ron Brown and
directed by Michail Zabka through Stink. Media is by New PHD.