Jack Daniel's Tennessee Honey buzzes into 3D in DCM and UM London campaign
An ad for Jack Daniel's Tennessee Honey has been converted into 3D by Prime Focus World and is set to be aired from tonight prior to Star Trek Into Darkness 3D.
Andrew Watson, brand manager at Jack Daniel's Tennessee Honey UK, said: “Cinema provides us with an opportunity to reach our target audience in a highly immersive atmosphere. We loved the original creative we ran in cinema, converting it to 3D was the next step to get even more of a wow factor.”
The creative, developed by Arnold and showing a highly detailed visual of a Jack Daniels stylised bee, was converted as part of a deal facilitated by Digital Cinema Media and UM London.
Joe Evea, commercial director at DCM, said: “I am delighted that Brown - Forman has chosen to tailor their creative to maximise the impact of the cinema environment. We know that 3D advertising in cinema drives higher engagement and increases propensity to purchase. This conversion helps to showcase that 3D is an accessible and relatively cost effective way to make a product stand out among its target audience.”
Kamal Korpal, head of radio and cinema at UM London, added: “Last year our 40” cinema advert was a huge success, but this time round we wanted to take it a step further. Partnering with DCM and Prime Focus World to bring 3D into the mix adds an extra layer of entertainment, excitement and screen innovation, which will hopefully appeal to our 18-24 male audience around films we know they love.”
The campaign is part of a wider multi-platform media campaign, developed by UM London, which is set to run until February 2014 and span digital, outdoor, TV and press.
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