HHCL & Partners has applied a creepy folkloric theme to the new
pounds 4 million Metz campaign for Bacardi Martini.
The campaign extends the ’judder’ theme, which was introduced in the
brand’s previous execution, ’freelance scientist’.
The ad is set in a snow-covered eastern European forest. It opens with
marionettes, who morph into real people as the heavily-accented
voice-over recites the rhyming tale of the ’Judderman’.
As the narrator warns, ’beware the Judderman when the moon is fat’, we
see an innocent traveller walking through the woods. He meets the
wicked-looking Judderman, who uses a bottle of Metz and the prospect of
a judder to lure the traveller to a strange, snowy scene, where other
people are drinking Metz and experiencing the strange judder sensation.
The voiceover warns: ’Schnapps so sweet has teeth, my love, and sharp
ones at that.’
The campaign, which will break on 7 February, includes 50-, 30- and
ten-second versions of the film.
The commercial was shot in Budapest to enhance the cold and mysterious
theme. The Judderman is beguiling, mysterious and cold - all features
that are intended to symbolise the drink.
Hand-cranked cameras and other techniques from the beginning of the last
century were used to give the ad a gothic-style storybook feel.
Maurice Doyle, marketing director of Bacardi Martini, said: ’Metz has
competitive creative work with the Judderman campaign. It researched
positively and we expect the consumer and the trade to react well to
it.This year will be big for Metz, the above-the-line work should
provide a strong platform for all brand communication.’
The ad was written by Jonathan Burley, art directed by Ian Williamson
and directed by Enda McCellion through Spectre. Media buying is by