Grey creates racy spots for Seagram's Morgan's Spiced

Advertising watchdogs have allowed a TV commercial for a premium

alcohol brand which features male strippers to be screened before the

9pm watershed.



The Broadcast Advertising Clearance Centre has given the all-clear to

the 30-second spot for the Seagram-owned Morgan's Spiced Gold in which

male strippers liven up a bingo game.



The ad is Grey Worldwide London's first to be produced since the agency

was appointed to the creative assignment in May last year.



The film, which will run in the Scottish, Grampian and Borders TV

regions, marks Seagram's intention to become a serious player in the

premium packaged spirit market dominated by Bacardi Breezer and Smirnoff

Ice.



The sector, worth about pounds 1 billion, is set to double in the next

five years and Seagram intends to make Morgan's Spiced Gold the number

three brand in the UK.



The campaign initially will run for nine weeks in Scotland, where it is

claimed to be the fourth most popular spirit, as the precursor to a

probable national roll-out.



In the ad, filmed at a working man's club in London's Hammersmith, male

strippers undress to reveal bingo numbers on their bodies.



The final stripper rips off his G-string to reveal the last number. The

club falls silent before an elderly lady jumps up yelling 'house'. The

endline is: 'Bingo. Spiced up by Morgan's Spiced Gold.'



The commercial was written by Kate Humphries, art directed by Nick

Rowland and directed through Eclipse by Sanji, best known for his

Grammy-winning Lauren Hill video Everything is Everything. Media is

planned and bought by New PHD.



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