The musician and TV presenter Jools Holland will front a TV campaign for Bell's whisky created by Miles Calcraft Briginshaw Duffy as part of a pounds 5.5 million national Christmas marketing push.
Research shows that music is the best way to engage the target audience of males aged 40 to 55 years old and Holland, with a music career spanning more than 20 years, is famous for adapting and blending his style to play many different kinds of music.
The ad opens with Holland in front of a gleaming black grand piano on top of which is a single glass of Bell's whisky. He plays a few random notes, gives one of his trade-mark twisted grins, and says: 'They do not sound much on their own, but blend them together ...' at which point he begins to play the classic song Blueberry Hill.
As the music builds, Holland is joined by a 16-piece band as he sips his Bell's and continues to play. The ad finishes with the endline: 'Bell's. It's all in the blend.'
The spot is Miles Calcraft's debut on the Bell's account after winning a five-way pitch in August against incumbent Burkitt DDB, then known as Court Burkitt, WCRS, Duckworth Finn Grubb Waters and Saatchi & Saatchi.
United Distillers & Vintners dropped Burkitt DDB from the Bell's and Archers accounts and handed the brands to Miles Calcraft and Saatchi & Saatchi respectively in the summer.
UDV claims Bell's is the market-leading Scotch whisky in the UK and according to Neil Dawson, the director of planning at Miles Calcraft, the aim of this burst is to increase its share of the market rather than recruiting new whisky drinkers.
'Our strategy of building on the Bell's product truth of 'blended' gives the brand a platform for impactful, distinctive and effective advertising,' Dawson added .
Mark Breene, the brand director of Bell's, said: 'The Scotch whisky category suffers from negative perceptions of being old-fashioned and needs reinvigoration, without alienating the core market of 45-plus drinkers. This commercial livens up the Bell's image whilst communicating a genuine product benefit of quality and expertise in an engaging and entertaining way.'
The TV campaign will run throughout December and will be supported by posters placed outside supermarkets and a variety of in-store promotions with cut-price offers.
Malcolm Duffy wrote the spot and it was art directed by Paul Briginshaw.
Michael Geoghegan directed the commercial through the Pink Film Company.
Media planning and buying is by Carat.