HHCL unveils 70s-style Martini commercial

HHCL & Partners has given Martini Vermouth an ’optimistic’ image in its new commercial for the iconic 70s drink.

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

forced, expressions.

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


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