NEWS: Court Burkitt gives Malibu sexier feel

Court Burkitt and Company has taken Malibu out of the local disco and back to its Caribbean roots, with a raunchy pounds 2 million TV campaign starting this weekend.

Court Burkitt and Company has taken Malibu out of the local disco and

back to its Caribbean roots, with a raunchy pounds 2 million TV campaign

starting this weekend.



The spot, filmed in Jamaica, opens on a mass exodus from a small town.

It shows people trailing along a road with all their possessions loaded

on to cars and vans, with a preacher reading from his bible as he leads

the way. It is not clear why they are all leaving, but it seems that a

natural disaster is imminent.



Meanwhile, a group of friends is taking a taxi ride into the town, going

in the opposite direction from all its inhabitants. The taxi arrives at

a club, and the commercial’s driving soundtrack picks up as the group

enters a hot, pulsating party.



The endframe focuses on a bottle of Malibu, and carries the words:

‘Malibu warning.’ It is clear that the town has been abandoned because

the staid residents cannot suffer such an amazing party.



Lionel Knight, the joint managing director of Court Burkitt, said: ‘We

have deliberately developed a harder tone for the brand to demonstrate

its authenticity and credibility.



‘Malibu is produced in Barbados, and has genuine Caribbean roots - we

want to differentiate it from all the pre-mixed drinks available in pubs

and clubs.’



Media on the campaign is bought by Court Burkitt.



The commercial was written by Louise Roberts and art directed by Paul

Burch. The director was Jorge Rubia through Voyager Film.



The new line replaces the campaign’s previous endline: ‘The sun always

shines when it pours.’



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