BBH London targets millenial women with a new spot for Bailey’s entitled “Global Girls Night Out.”
As you may expect from that title, the ad follows several groups of friends from around the world as they celebrate a girls night out. It’s a simple concept, but BBH executes it rather well, with perfect pacing and an inspired soundtrack choice in girl group The Go-Gos hit “We Got The Beat.” The spot begins with each group getting ready and heading out for the night and ends with scenes of them enjoying Bailey’s at their respective bars.
According to The Drum, the 60-second spot “was directed by thirtytwo at Pulse Films with an all-female agency team and predominantly female production team.” In addition to the broadcast spot, the global “Here’s To Us” campaign is supported by a print component shot by fashion photographer Steve Heitt.
“Baileys was due a shake-up, a reintroduction to a new generation of women, a meaningful role in a girls night out – the brand having had been hidden at home for far too long,” Caroline Pay, creative director at BBH London, told The Drum. “We had a lot of fun shooting this, and I really hope that comes across on screen.”
“Here To Us” will debut in the UK, US and Western Europe before expanding globally.