Dewar’s Goes Underground at Wall Street

NEW YORK Dewar’s aims to give work-weary Wall Street traders something to come home to starting today, when Avrett Free Ginsberg launches its “Station domination” campaign.

Dewar’s will plaster the Wall Street subway station, as well as trains running to and from the stop, with ads of different formats and sizes that pair shots of the 12-year-old scotch with copy directed at the financial crowd. One declares, “Dividends paid at maturity.” Another featuring several Dewar’s labels advises, “Diversify your portfolio.”

The New York agency said the work targets the Wall Street man who sips scotch while others order trendy cocktails. “Savor every detail” remains the tagline.

Ads will run through the end of the month.

The work is not the first by recently installed executive creative director Scott Carlson, who launched similar subway campaigns for the brand that revolved around the Boston Red Sox-New York Yankees pennant race and then the World Series.

Campaign spending was not disclosed.