HHCL & Partners has given Martini Vermouth an ’optimistic’ image in
its new commercial for the iconic 70s drink.
The ad, which breaks this Friday, focuses on the refreshing quality of
Martini Vermouth. It features people jumping, diving and performing
back-flips off a pier into water.
Gymnasts and divers were recruited for the shoot and the pier was built
25 metres above water level so the camera would capture genuine, not
The ad cuts from the jumpers to ice cubes being dropped into a
refreshing-looking glass of Martini. It then cuts to a beach party,
where the jumpers are drinking Martini.
The commercial, which targets infrequent and lapsed users, has a 70s
feel and is aimed at conveying the exhilaration someone feels when
drinking Martini. It is part of a long-term strategy to position Martini
as an ’optimistic’ drink.
Crispin Jameson, a partner at HHCL, said: ’The aim of the campaign is to
make Martini as relevant to consumers today as it was in the 70s. We are
experiencing a trend towards optimism in society, which is mirrored in
the optimistic nature of the brand.’
Chris McDonough, Martini’s marketing controller, added: ’The ad brings
to life the light-spirited, fun nature of the Martini brand. We hope
that drinkers will be left with a real feelgood factor after watching
The commercial was written by Dean Wei and art directed by Mark Howard.
It was directed by Adrian Mote at RSA. Media buying is through Universal