Ketel One targets manly men in first TV ads | Adweek Ketel One targets manly men in first TV ads | Adweek
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Ketel One targets manly men in first TV ads

Ketel One vodka, best known for its annoying, long-running "Dear Ketel One Drinker" print ads, has moved onto TV. Grey created these two spots, which are indicative of "a distinctive set of values in the vodka category," to hear Ketel One tell it. Really, what we're working with here is a dressier version of Coors' "Guys' Night Out" series. The ad above shows a bunch of guys in suits being all manly, with their vodka and no women, with a voiceover noting that there was a time when men didn't drink vodka from "delicately painted perfume bottles." Pretty sure they don't do that now, either. The ad below is better. The gentlemen in this rainy spot are actually chivalrous and let a couple of women take their cab home. If it's class they want, that's what will get them there, so they should can the "When men were men" shtick and double up on the social graces. Or dueling. Either way.

—Posted by David Kiefaber

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