United Distillers has released a cinema commercial created by Leo
Burnett to show gin drinkers how to make the perfect Gordon’s and
tonic - and uses the smell of juniper berries to do so.
The film is part of Gordon’s ’perfect serve’ drive which has so far
focused on teaching bar staff at 400 venues around London the best way
to prepare a perfect Gordon’s and tonic.
The commercial has been designed to dovetail with Gordon’s existing
television ads, which emphasise the physical and mental refreshment
qualities of the drink, and uses the same endline:
At selected cinemas the scent of juniper berries will be wafted around
the auditorium as the ad is screened, using Gordon’s widescreen
’aromarama’ technology, which was developed in conjunction with BOC
The commercial opens with a grainy, scratchy film showing a gin and
tonic being prepared badly.
The gin is sloshed unceremoniously into a tooth glass, flat tonic is
poured in on top, and the finished drink is decorated with a limp slice
Finally, after one or two tiny pieces of ice are added, the unappetising
drink is displayed on a tatty revolving pedestal. A wobbly text message
flashes: ’Isn’t it annoying when things are made badly?’
The second half of the commercial shows the preparation of a well-made
Gordon’s and tonic, and uses a polished filming technique to create a
As Gordon’s splashes into a long glass filled with ice and topped up
with sparkling tonic, the audience is treated to arty angles, a techno
sound track and - in some cinemas - the smell of juniper, the berry from
which gin is made.
Andy Neal, United Distillers’ consumer marketing director, said: ’We’ve
been speaking to the trade about how to serve the perfect Gordon’s and
’We want the customer in the pub to ask for a Gordon’s and tonic as
opposed to a gin and tonic, and if they’re unhappy with the way it is
made, they must say so.’
The commercial, which will break at the end of this month in London
cinemas, was written by David White and art directed by Steven Pipe at
It was directed by Tom Merilion through Stark Naked. TMD Carat is
handling the media.