Saatchis stays with playful Archers theme

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


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.

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