Creamy is the eroticism of a bottle of whiskey
JWT + Hostettler + Fabrikant positions Baileys as object of desire
JWT + Hostettler + Fabrikant positions Baileys as an object of desireThrough an optical illusion, a sensual cinema film conceived by JWT + Hostettler + Fabrikant places Baileys, an Irish cream made of milk, whisky, cocoa and caramel, among other things, in the realm of eroticism. The advertising strip, which is based on the same concept as a billboard developed last year, pursues the same goal: Namely, to bring Baileys to the top of mind among 18- to 29-year-old rather urban women and men and to create a stronger emotional bond with the target group. Furthermore, the light, which is kept in a warm shimmering brown tone, is intended to deepen the mood of the product colors.
At first, the viewer thinks he sees the sun rising behind a curved hilltop. But the supposed star turns out to be a viscous mass that runs along an initially unidentifiable object. The further course of the film implies that the form shows the curves of the naked body of a brown woman, bordered by a fine strip of rays. But at the end it turns out to be a drop of Baileys flowing along a lying Baileys bottle. The slogan "Let your senses guide you" consoles over the disillusionment.
Agency owner Remy Fabrikant describes the realization as "emotional eroticism," but denies that the liquid could also be interpreted as ejaculate. "We tried to create a mix between emotion and eroticism without coming into conflict with the law," says Fabrikant, who personally supervised the shoot in London as creative director.
In order to avoid the pitfalls of government restrictions, caution was the order of the day for this project anyway. The agency did not want to risk a repeat of the unpleasant experience of creating a Smirnoff poster. That's why the agency had every stage of the film, from the storyboard to the theatrical copy, approved by the alcohol administration.
The production was set to music by Zurich musicians Philippe Schmid and Moritz Schneider in reference to the title "You sexy thing" by Hot Chocolate. Ernst Weber
At first, the viewer thinks he sees the sun rising behind a curved hilltop. But the supposed star turns out to be a viscous mass that runs along an initially unidentifiable object. The further course of the film implies that the form shows the curves of the naked body of a brown woman, bordered by a fine strip of rays. But at the end it turns out to be a drop of Baileys flowing along a lying Baileys bottle. The slogan "Let your senses guide you" consoles over the disillusionment.
Agency owner Remy Fabrikant describes the realization as "emotional eroticism," but denies that the liquid could also be interpreted as ejaculate. "We tried to create a mix between emotion and eroticism without coming into conflict with the law," says Fabrikant, who personally supervised the shoot in London as creative director.
In order to avoid the pitfalls of government restrictions, caution was the order of the day for this project anyway. The agency did not want to risk a repeat of the unpleasant experience of creating a Smirnoff poster. That's why the agency had every stage of the film, from the storyboard to the theatrical copy, approved by the alcohol administration.
The production was set to music by Zurich musicians Philippe Schmid and Moritz Schneider in reference to the title "You sexy thing" by Hot Chocolate. Ernst Weber
