‘Half an ad’ takes Ballantine’s lower-alcohol messaging into the void
Scotch whisky brand Ballantine’s is promoting a new lower-alcohol variant of the tipple in literal fashion with ‘Half the alcohol, all the character’.
Ballantine’s Light is just 20% alcohol by volume, half the levels found in the full-blooded Ballantine’s – a fact conveyed using a unique split-screen filming technique for a new TV campaign.
No half measures
Taking the half messaging and running with it, Crispin Porter Bogusky London has taken the concept to heart by filming ‘half an ad’, with the unfilmed void serving as a black hole for unsuspecting actors to fall into.
Broadcast in Spain, the campaign includes three playful spots which show that even with reduced screen real estate you don’t have to do anything by halves.
As one hapless Ballantine’s drinker falls to his doom via an out-of-bounds glitch in the space-time continuum, a voiceover intones: “Ballantine’s Light contains half the alcohol, but all the character. So we made half an ad.”
Ballantine’s Light is exclusive to the Spanish market at present, capitalizing on a growing trend for no- and low-alcohol content in Europe.
It is estimated that 50% of Spanish bars and restaurants now stock no- or low-alcohol variants of popular drinks to accommodate some 54% of consumers who are taking steps to reduce their alcohol intake in favor of healthier lifestyles.
Method behind the madness
Josh McCarthy, brand communications and digital transformation director, said: “With this campaign we are showing that with ‘half an ad’, you can still get all the fun that you get in a full ad. Just like with Ballantine’s Light, a lower-alcohol alternative that delivers all the character and great taste of Ballantine’s at half the alcohol. After all, we continue to champion our belief in ‘Stay True: There’s No Wrong Way’; celebrating that there’s no wrong way to drink Ballantine’s!”
Dave Day, executive creative director at CPB London, added: “The challenge for us was to put the ‘half the alcohol, all the character’ product truth at the very center of the creative idea, in a fresh way that grabs attention. We also wanted to portray a lighter-hearted expression of the brand, befitting of the product’s name. The ‘half an ad’ idea does both and is a true departure from other advertising in the category.”
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