Grey has unveiled its first work for Matthew Clark’s Diamond White
cider brand since staving off a review of the account earlier this year
(Campaign, 28 March).
The 60-second cinema ad, aimed at the brand’s 18- to 24-year-old market,
follows the surreal theme presented in the ’green bottle’ and
It is part of a pounds 7 million above- and below-the-line campaign for
Diamond White, which has suffered more than most drinks brands from the
explosion of alcopops in the UK.
The film runs to the music of Canyons Of Your Mind by the cult 60s
group, Bonzo Dog Doo-dah Band. Based on the suggestion that the world is
turned on its head, the sequence opens on a couple in a bizarre living
room and comprises a series of brightly coloured images, beginning with
a woman’s head in a doll’s house.
Sad clown-like twins sporting a mass of hair appear briefly, followed by
two Keystone-style cops on a beach, being watched by two pink cows.
A dog standing upright and dressed as an elegant woman turns its head in
time to the music, flanked by two peaked mountains. The sequence
continues with mermaids, underwater scenes, mannequins and evening
dresses made from pink roses.
The film cuts to the couple, this time in an underwater sitting
A host of green bottles hang on pieces of string above them. The man
gulps like a fish. The strap-line is: ’Take a drink on the white
The ad was art directed by David George, written by Alan Curson and
directed by Carolyn Corben and Har-vey Bertram-Brown through Pink. Media
on the cam-paign is through BBJ Media Services.
The commercial rolls out nationally on 12 July and will run until the
end of October in 2,000 cinemas. Backed by ads in the September style
press, it will return for a second burst next year.
The Diamond White campaign is part of a pounds 9 million above-the-line
spend on Matthew Clark cider brands this year.