Booze ads certainly ain’t what they sued to be, partly because you can’t say anything about the life enhancing (or not) nature of the product. So ‘content’ with a logo attached seems to be the way to market.
Pernod Ricard’s Ballantine’s is running a global campaign, ‘Stay True,’ and here’s the latest, from M&C Saatchi Sports & Entertainment (sounds like a good job) and up and coming production company Archer’s Mark. It features photographer Benjamin Von Wong, some other intrepid divers and an underground river in Mexico.
You set off on these aspirational journeys with certain misgivings – are there really three minutes of this? – but Benjy’s quest is an interesting one and, unusually for these things, actually tells a story.
MAA creative scale: 8.