I became an honorary Gin Rectifier last night (May 9). I took an oath and now I am duty bound to promote the best interests of gin.
Diageo did not disclose the level of investment in the project.
The campaign is called Cream With Spirit and centres around women. According to a statement from Diageo, the campaign "recognises that women can be strong and feminine, beautiful and witty".
Garbhan O’Bric, global brand director for Baileys said: “With this brand re-launch Baileys faces an exciting future as we re-capture the true essence of the brand. We’ve always been at our best and truest to ourselves when we’ve celebrated the brilliance and magnificence of women and with this new campaign we are reaffirming that timeless truth, but are doing it with a modern twist.”
The ad is inspired by 1930s Hollywood films and director and musical choreographer, Busby Berkley. It is set to the soundtrack of ‘Rapture’ by Blondie.
The campaign launches in the UK on Sunday evening (October 7) with a 90-second TV advert during the first episode of the new season of Homeland on Channel 4. TV advertising will be supported by cinema, outdoor and digital executions.
The film was shot in London by the French directing team Megaforce who also directed the video for Madonna’s ‘Give Me All Your Luvin’ earlier this year. The dance routines were choreographed by Michael Rooney, son of American actor Mickey Rooney and choreographer of Bjork's ‘It's Oh So Quiet’, Kylie's ‘Can't Get You Out of My Head’ and Fatboy Slim's ‘Praise You’ music videos.
The film is accompanied by four print executions shot by fashion photographer Norman Jean Roy.