Saatchi & Saatchi is continuing with the "Come out to play"
strategy for its latest TV campaign for the United Distillers & Vintners
brand Archers Schnapps.
"Pool" shows a woman sauntering past a row of men on her way to the pool
bar. They hold in their tummies as she approaches, but relax and let it
all hang out while she enjoys a glass of Archers.
As she returns to her sun-lounger, they stand to attention again. As she
passes them she grins as the "Come out to play" strapline flashes
up.
The global brand director, Philip Gladman, said the ad aims to maintain
the momentum of the launch of the Archers Aqua brand in April. "Ninety
per cent of consumers related to the previous ads. This one communicates
all the sophisticated and playful brand values of Archers Schnapps,
while at the same time not taking itself too seriously."
The £1.7 million push was written by Joel Bradley and Rupert
Jordan, art directed by Phil Clarke and Stuart Mills and directed by
Anthea Benton through Partizan. Media planning and buying is by Carat.
It airs 16 November.
Saatchi & Saatchi won the Archers account from Burkitt DDB last year and
gained a place on the Guinness UDV roster. The agency has also
subsequently won the £2 million Jose Cuervo brief to put the brand
back on the map.
The agency's campaign for the launch of the Archers Aqua brand showed a
man deciding to sleep on the sofa to avoid the wrath of his girlfriend.
She comes home even later, and cunningly avoids the step to go to bed.
