AGENCY: Fallon McElligott, Minneapolis
CLIENT: Windsor Distillery Co., Deerfield, Ill.
CREATIVE DIRECTOR: Pat Burnham
ART DIRECTOR: Tom Lichtenheld
COPYWRITER: John Stingley
PHOTOGRAPHER: Craig Perman
In a search for novel advertising approaches that has yielded a few triumphs and numerous embarrassments, liquor advertisers have gotten away from the old notion of a stiff drink as your reward for surviving the day's tribulations.
Sales, in the meantime, have sagged as younger adults have adopted the lifestyle of the category's lifestyle ads without also drinking the liquor. This ad revives the drink-as-reward genre and shows how potent it can be when the execution is imaginative and well-crafted. The scene immediately engages your sympathetic interest and then links it with the brand.
If nothing else, you feel like having a drink just to celebrate the fact you're not the fellow with the briefcase. (caught in transit car door).
Copyright Adweek L.P. (1993)