New Dewar’s Marketing Ad Campaign and Commercialon Nov 06 in Editorial by dan
The new tag line in dewars ad campaign is:
DEWAR’S®: THE DRINKING MAN’S SCOTCH
We were asked to comment on the new TV ads/commercial and posters for Dewar’s marketing campaign yesterday.
We were quite excited after reading the email which starts:
This edgy new campaign—which marks DEWAR’S return to national television after a five year absence—subverts the tired conventions and tradition that dominate Scotch whisky. Centered around the gritty world of the campaign’s icon—a beautiful, alluring and mysterious Scottish woman with the presence of a queen and the mouth of a gangster.
“The Drinking Man’s Scotch” reintroduces DEWAR’S to a new generation of modern men through the icon’s signature words of wisdom, such as, “Serious is not always easy, but it comes with serious benefits” and “Speed is often the enemy of true pleasure”.
The state of advertising and commercials these days gives me a migraine just considering it; most adverts are the equivalent of oh saying: “go on… buy our thing, its good… goooo on, go on, go on, go on” etc.
Having viewed the advert it pleasing to see that the advert is not loud or brash, it is not loaded with too many crap puns and is actually well recorded and edited. However, I have to say it left me cold. I am no more likely to buy Dewar’s and it hasn’t left me with a positive image of the brand. Personally I prefer adverts which stick to facts, or ads which promote a positive message.
If intense and broody is your thing then fantastic, I hope you enjoy but personally I would avoid the woman in the video not seek her out.
And here is a preview of the TV campaign for you:
My final point is; why call this the drinking mans whisky and give me nothing to think about? or did I just imagine that pun?
What do you make of it?
Who is the Woman in Dewars Scotch Ads?
A few people have been asking who the actress in the ads is…and the answer is:
Claire is an English actress born in Twickenham, London. At age 11, she entered the Arts Educational School in London. She also studied dance, which led to performances on stage in “The Nutcracker” and “Orpheus in the Underworld”. Claire was cast in the television mini-series J.F.K.: Reckless Youth (1993) (TV) and in the film Police Academy: Mission to Moscow (1994). In 1995, she played the supporting role of Brandi Svenning in Mallrats (1995). In 1996, she appeared in a supporting role as Sean Connery’s daughter in the blockbuster action movie The Rock (1996). She was also cast in the 1998 film Deep Rising (1998), but, due to creative conflicts, left the set during the first few days of filming. Claire joined the cast of “CSI: NY” (2004) in a recurring role as a medical examiner, Dr. Peyton Driscoll. She married actor Dougray Scott in 2007.