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By Amy Houston, Senior Reporter

February 16, 2023 | 3 min read

It’s one of the first campaigns since Anomaly took over the drinks brand’s creative output from St Luke’s.

Heritage brand Tanqueray Gin is inviting people to ‘Live Magnificently’ by deciding to make the most of every single moment for its first brand campaign since 2018.

In the 30-second TV spot, viewers see a group of friends, wearing colorful attires, laughing and joking around with each other while enjoying a beverage.

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“We’re really excited to bring to life our brand purpose through the Let’s Live Magnificently campaign,” said Nitesh Chhapru, global brand director at Tanqueray. “At the heart of the campaign is a simple idea that we all have the choice to turn any moment into something special with just a bit of inspiration and imagination; as we believe life is best served magnificently over a Tanqueray and Tonic.”

To coincide with the short ad, there will be an out-of-home campaign shot by photographer Chloe Hardwick.

It’s the first major piece of work to come from Anomaly London after Diageo appointed the agency as global brand strategy and creative partner for the gin brand in February 2022. Anomaly already worked on five global accounts for the drinks giant, including Johnnie Walker, Captain Morgan, Gordon’s and The Singleton. St Luke’s created the last campaign it launched, called ‘Unmistakably Tanqueray’ nearly five years ago.

Joe Corcoran, executive creative director at Anomaly London, said: “We wanted to re-establish the brand’s iconic status in gin. The campaign focuses on the mindset to not living life by half. To not choose one tasting note when you can have many. To treat every day with a lusciousness. To not settle for the ordinary, but to demand the extraordinary.”

Tanqueray Gin has been around since 1830, its master distiller Terry Fraser commented that for nearly 200 years, “Tanqueray as a brand has never settled for anything less than magnificent.”

The campaign will run in the UK, Northern and Southern Europe, North America, Australia and Brazil over the next few months.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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