NEWS: HHCL films relaunch Martini

Martini, the flagging 70s aperitif, is appealing to consumers’ vanity in a pounds 5 million relaunch campaign through Howell Henry Chaldecott Lury.

Martini, the flagging 70s aperitif, is appealing to consumers’ vanity in

a pounds 5 million relaunch campaign through Howell Henry Chaldecott

Lury.



The TV and cinema ads, which break nationally next week, introduce the

anti-hero, Jilly Newhead - a glamorous TV presenter who proclaims the

importance of physical beauty.



In two 60-second executions, Jilly dispatches hapless, ‘ugly’ victims to

the operating theatre to have their faces improved through cosmetic

surgery. The first execution, entitled ‘Jonathan’, features a gauche-

looking young man being transformed by cosmetic surgery into a flash

dude who is then beautiful enough to drink Martini.



At the beginning of the ad, Jilly says: ‘These days, not everybody

drinks Martini. Through research we’ve discovered why. Its glamorous

image makes some people feel too self-conscious to drink it. Frankly,

they feel too ugly to drink it’



At the end of the commercial, Jilly invites viewers to call a number by

saying: ‘Do you know anyone ugly who’d like to enjoy the beautiful

drink? Would you like us to cosmetically transform their head? Call this

number - you could look as good as Jonathan.’



Rupert Howell, Howell Henry’s managing partner, said: ‘This needed to be

a very bold campaign. The brand’s image was stuck in the 70s. We have

contemporised that image, without throwing the baby out with the bath

water.’



The films were written and directed by Trev and Al, Howell Henry’s

former creative duo.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content