Ads for Bombay Sapphire gin have showcased designers' versions of the classic martini glass since 1992. This year, the client and its shop decided the campaign—like James Bond's perfect martini—needed a shake-up.
"We were testing whole new concepts, but the martini-glass campaign still tested better than anything else," said Fritz Westenberger, co-creative director at Margeotes|Fertitta + Partners, the client's agency since the brand's inception.
So the New York-based shop decided to keep the basic concept of the campaign—a bottle and glass against a blue background—hire a new photographer, Shu Akashi and change the tag from "Pour something priceless," to "Sapphire inspired."
Three new print executions highlight a sleek minimalist glass by hipster potter Jonathan Adler (shown below) and an elegant gobletlike glass designed by 94-year-old legendary designer Eva Zeisel. Architect David Rockwell also designed a glass.
The ads for the spirit, which is owned by Miami, Fla.-based Bacardi, break in November publications such as Architectural Digest and Vanity Fair.