Diageo AdWatch

Campaign Overview

This heartfelt creative, set to Elvis Costello’s worldwide hit ‘She’, tells the story of a grandfather learning how to apply makeup to his face, while hiding this new interest from the world. However, when his family arrive for Christmas, it is revealed that he has been studying the art of cosmetics to help his transgender daughter Ana apply her own makeup. The ad concludes with love and acceptance from the entire family, as everyone respects Ana for who she is.

Úrsula Mejía-Melgar, Diageo's marketing director for South Europe explained: "At J&B we want everyone to feel free to celebrate the holidays, giving visibility to a reality that thousands of people face, including the LGBTIQ+ collective who seek a safe space to be and show themselves openly, but also for families who often also suffer the absence of those loved ones who, due to their gender identification or sexual preference, are not present at the celebrations.”

Key Learnings

This latest campaign demonstrates J&B’s commitment to diversity and inclusion, and works off a survey organised by the Ministry of Equality that showed 77% of trans or non-binary people found engaging with family members as the most difficult or problematic aspect of their gender transition, while 19% expressed how they avoid family gatherings altogether. This creative, which promotes love and tolerance for the LGTBIQ+ community throughout multiple familial generations, aims to promote support and solidarity for a festive season best enjoyed when everyone comes together.

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Campaign Overview

‘Sacrifice’, Modelo’s new campaign playing in 30-second and 15-second spots in both English and Spanish, demonstrates the complete range of emotions football fans undergo when watching their favourite team play. The ad depicts supporters from a variety of nations, watching the game live at stadiums, at home with friends, or at communal areas like bars. In slow motion, the creative visualises the moments of sporting triumph, as well as the bitterness of defeat, with the importance of these situations causing customers to spill their Modelo beer in a moment of ecstasy or anguish. A voiceover runs throughout the ad, celebrating the commitment fans bring to the sport: “Giving it all for your team is worth every drop. Modelo: brewed for fans with a fighting spirit.”

Key Learnings

The campaign capitalises on the buzz and excitement surrounding the ongoing FIFA World Cup, with nations from across the globe battling one another for sporting supremacy. Modelo plays on the fact that football fans often spill their drinks when celebrating or commiserating, and rather than portraying these moments as less than ideal, they instead demonstrate the strong will and commitment of the supporters. Modelo positions its beer as an integral aspect of a football fan’s experience, a visual signal of how passionately they are supporting their team.

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Campaign Overview

Shot at Hacienda PATRÓN in the Highlands of Jalisco, Mexico, where the company’s tequila is exclusively produced, ‘Our Hands’ is a digital video that pays tribute to quality and authenticity. The ad features real PATRÓN artisans, dressed by Mexico-based designer Sandra Weil, using their hands to create a percussive soundscape, set to soulful rhythmic music devised by Grammy Award-winning artist and innovator, Andrés Levin. This is intercut with images of PATRÓN’s production processes, with the endline reinforcing the brand’s commitment to unfiltered originality: “Made by hand. Crafted by passion.”

Ronan Beirne, Global VP, PATRÓN Futures spoke of the new campaign: "With over 2,000 employees at Hacienda PATRÓN, our tequila is passionately handcrafted by our familia before it leaves the distillery. We're incredibly proud of the new 'Our Hands' creative because it illustrates how our dedicated PATRÓN artisans play such an important role in creating our super premium tequila through handcrafted techniques and small batch distilling methods, and by using only three, natural ingredients."

Key Learnings

This creative emphasises how much quality and care goes into producing every bottle of PATRÓN tequila, with the company’s artisans trained to the highest possible standard. PATRÓN is one of the few brands to still make its tequila by hand, and it also makes its products in small batches to ensure consistency. This commitment to unparalleled craftsmanship portrays the company as an industry leader and signals to consumers that every bottle of its tequila will contain the same level of excellence.

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Campaign Overview

The ‘Two-of-a-Kind’ campaign aims to celebrate duality and individuality, with Tia Maria honouring the two different sides of oneself: the person you are in your own space, and the person you become when you’re out pursuing your passions. Tia Maria is hoping this will serve as an effective metaphor for the duality of its liqueurs: Cold Brew and Matcha Cream, as well as the duality of its Two of a Tini cocktails: Tia Espresso Martini and Matcha-Tini. In an effort to publicise the campaign, Tia Maria ran an online promotion where customers could win a meet and greet with Mae Muller at an exclusive music event in early December. To be in with a chance of winning, consumers had to engage with the brand’s Instagram channel, as well as tagging two friends.

Mae Muller commented: “I love this new campaign because it’s all about celebrating the different sides of yourself, which is something that I try to respect – especially when creating and performing my music. Being able to take time for myself undoubtedly helps me to get inspired and ultimately makes me a better performer. I love having friends over before a night out and I can’t wait to be getting ready with them whilst we sip the Tia Espresso Martini or a Matcha-Tini.”

Key Learnings

This campaign is the spiritual successor to last year’s ‘One-of-a-Kind’ initiative, where Tia Maria collaborated with singer-songwriter Becky Hill for a similarly devised digital offering. On both occasions, the company capitalised on the success and popularity of these British artists to help build its own customer base, with the meet-and-greet promotion helping to generate online engagement on Tia Maria social channels. The ‘Two-of-a-Kind’ campaign emphasises the comprehensive range of flavours Tia Maria has to offer, with each product tailored to suit a specific consumer or a certain type of mood.

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Campaign Overview

Fanta has added another creative to its ‘Rungful Nation’ series by unveiling a music video featuring Pakistani consumers. The company asked people on social media to send it content to be included in Pakistan’s most ‘rungful’ video yet. The entries would be assembled into a montage set to music composed by singer-songwriter Hasan Raheem. Earlier editions of the ‘Rungful Nation’ series had shown Raheem devising the song included in the finished music video, which also included lyrics sent in by ordinary consumers. Raheem also featured in the creative, with Fanta detailing how the video would be broadcast on national television on 19th November.

Key Learnings

The ‘Rungful Nation’ series has profited from consumer engagement from start to finish, with customers feeling like they’re having a profound effect on the outcome of the campaign. This symbiotic relationship between brand and customer, where each relies on the other to create the finished article, will undoubtedly forge a stronger relationship between Fanta and its consumers. The decision to have Hasan Raheem as the campaign’s figurehead will generate a substantial buzz given his up-and-coming status as one of Pakistan’s most talented artists.

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Campaign Overview

‘Maison Cointreau’, which is located on Greek Street in the heart of London’s vibrant Soho area, is set over four floors, with each floor offering a different sensory experience. The first floor features an interactive light-filled tunnel in the shape of a Cointreau bottle, set to the sounds of a French bistro. The second has images of the company’s old bottles, posters and campaigns dating back to its inception in 1849, while the third takes inspiration from Cointreau’s distillery in Angers, France and educates visitors on how Cointreau is made. Finally, the fourth floor invites guests to relax in a Parisian-themed bar, which features a wall covered with the new Cointreau bottle.

Key Learnings

This isn’t the first time Cointreau has experimented with multi-sensory experiences: 2020 saw the brand unveil its ‘House of Cointreau’ initiative at its distillery in Saint-Barthélemy-d’Anjou, near Angers, France. The interactive and immersive nature of these experiential initiatives will undoubtedly engage customers more effectively, as the visitors are able to connect with the brand in a far more memorable and visually-stimulating manner. Maison Cointreau’s emphasis on the company’s French heritage, as well as its history dating back to 1849, helps to highlight the authenticity and long-standing proficiency of the brand, something that persists to this day.

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Campaign Overview

This ad, which has also featured online in edited 15-second spots, visualises the production process that Tavernello wine undergoes, from its beginning as grapes growing in the company’s luscious vineyards, to being corked in bottles and enjoyed by happy customers. The creative invites consumers to discover the values that Tavernello holds dear, such as ‘nature, respect, taste, and simplicity’. The brand highlights how these principles have been a mainstay in the company’s 50-year history, with an awareness of ethics and sustainability central to its core manifesto.

Key Learnings

This creative not only emphasises the knowledge and expertise of the Tavernello brand, but it also demonstrates the company’s ongoing commitment to its core principles: a respect for people, support for the local area, and a responsibility towards protecting the environment. The aim is that customers will perceive Tavernello not just as a great-tasting wine brand, but also as a socially-conscious business that cares about ethical production.

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