HHCL and Partners has created its first work for Martini’s schnapps
brand, Metz, since it absorbed the account from the HHCL Brasserie in
HHCL has ditched the ’man in the mask’ campaign and created new work
which positions Metz as a premium product for a mass youth audience. The
campaign is backed by a pounds 5 million through-the-line spend.
The 40-second TV commercial, entitled ’judder’, centres on two women and
a man larking about in a cool, stylish bar. They swig from bottles of
Metz. Each of them then gives a shiver. ’What was that?’ one girl
A watching barman, wearing an eyepatch, slides into frame to
Removing his patch, he says: ’I’m also a freelance scientist.
Technically it’s known as a ’judder’.’
The barman reveals the secrets behind the ’judder’, saying: ’When the
chill-filtered schnapps in Metz is served just above freezing, it
monkeys around with the body’s periodontal atrium.’ His speech is
intercut with x-ray scans of the cold Metz being absorbed. The camera
then pans to two women in their 60s proudly discussing their first
The commercial ends with a shot of one of the old women juddering in
slow motion. The barman insists the effect is totally safe, before
adding, mysteriously: ’Well, almost.’ The endline reads: ’Metz. The
schnapps delivery system.’
The ad breaks on Friday on national TV. A 50-second cut will appear in
cinemas from mid-May, followed by radio commercials in June, all backed
by point-of-sale material and promotions.
The campaign was created at HHCL by the creative team, Al Young and Mark
Howard. It was directed by Trevor Robinson through Quiet Storm. Media is
through Universal McCann.