Dear Ketel One. Just what are you trying to say?

Ketel2_1Walking to work, we just saw a Ketel One truck with a huge headline, in that familiar lettering, inspired by the Bradley font: “Dear Ketel One Drinker. I’d love to stop and chat, but I have important merchandise to deliver.” I can’t find an image of this truck online, but I did head over to the Ketel One Web site, to find out more about the people behind this (as The Spunker put it) pseudo-creepy ad campaign. It’s the Nolet family, which has apparently been making this vodka in Holland since 1691. There’s a cheesy video of Carl Nolet Jr., 11th-generation Nolet/possible black sheep, making martinis with a guy who seems to be his personal bartender. Far better is the brief video re-enactment of distillery founder Joannes Nolet flipping through some old parchment and jotting down a few notes (early Ketel One headlines?). Elsewhere on the site is a line that may help explain the minimalist ads: “One sip will tell you more than 1,000 words.”

—Posted by Tim Nudd