TV spot portrays Bell's Special Reserve as ideal Father's Day present

Diageo is supporting its Bell's Special Reserve whisky brand with a TV spot aimed at sons and daughters in the run-up to Father's Day.

Miles Calcraft Briginshaw Duffy has created the ad, which opens in a neatly furnished and typically middle-class home. The daughter of the household is shown sitting on a sofa beside a Hell's Angel, named Black Dog.

She announces, to her mother's disgust, that she and Black Dog have married.

Her father takes this in his stride. She then reveals she is pregnant and is moving to a trailer park in Wichita with her husband. Her mother is devastated while her father could not look more delighted.

The ad finishes with a shot of a Bell's Special Reserve bottle sporting a label, with the word "Dad" written on it.

The ad will run on terrestrial and multichannel television and media planning and buying was by Carat.

Stephen McArdle, the account director at MCBD, said: "Exploiting gift-giving occasions outside Christmas is becoming increasingly important to the brand."

The spot was written by Malcolm Duffy, art directed by Paul Briginshaw and directed by Chris Dada through Academy. It breaks on 10 June and runs until 19 June, the day before Father's Day.