Em seu filme de Natal, que estreia hoje no Reino Unido, a Bailey’s aposta no balé. É uma versão reimaginada de “O Quebra-Nozes” de Tchaikovsky, com um três garotas que pretendem se divertir a noite mas são incomodadas por dois rapazes metidos a besta.
Trabalharam no filme os coreógrafos do filme “O Cisne Negro”, de Darren Aronofsky, com membros do Royal Ballet britânico. A trilha sonora pode ser adquirida na iTunes Store.
A criação é da BBH de Londres. Assista o comercial acima, e o making of abaixo:
Baileys becomes the latest big-name marketer to place an epic holiday spot under the tree with BBH London's modern take on Tchaikovsky's seasonal ballet The Nutcracker. We're treated to a Candyland holiday ball punctuated by a lengthy and superbly choreographed dance-fight between the Mouse King and the Nutcracker Prince, which ends when Clara, the object of their affection, joins in and turns the tide in the prince's favor. (You'd think a guy called "nutcracker" could take care of himself.) The film closes with our heroine rejoining her two pals for more partying, along with the line, "Spend time with the girls this Christmas." (Celebrating the spirit of women has been a recurring Baileys theme.)
Despite its contemporary trappings—the Mouse King is ripped and tattooed; the venue looks like an "in" SoHo dance club—the spot doesn't stray far enough from its source material to feel like a true reinvention. There's no magical moment or boffo payoff. Yes, it's extremely well made, and the dancing is impressive, as are the sets, costumes and direction. Maybe it needed a bit more holiday warmth? Instead, I found myself reaching for a glass of Baileys to chase away the chill.
The two-minute spot premieres Saturday during the U.K.'s first telecast of Black Swan, and there's a tie-in with that Oscar-winning film, as Benjamin Millepied, its choreographer, also designed the athletic ballet in the ad. And he's not the only notable talent involved. Royal Ballet dancers Steven McRae, Thiago Soares and Iana Salenko perform the lead roles, while Ringan Ledwidge, of "Three Little Pigs" fame, directs.
R/GA London showcases a large, intricate retro-scientific device that mixes ingredients and pours a perfect glass of Baileys in this spot, which helps introduce a line extension infused with Belgian chocolate for the venerable Diageo brand.
The short online film, Liquid Alchemy—the Art of Baileys Chocolat Luxe, created without any CGI, channels the spirit of Honda's classic "Cog" ad from a decade ago. This machine/factory/Rube Goldberg-esque approach is overused in ads and a tad too familiar for my taste. Still, this one's stylish and could find an audience.
A trippy companion TV spot from ad agency 101 shows chocolate, cream and whiskey flowing and swirling, coalescing into an iPhone 5S—wait, sorry, no, coalescing into a wraithlike woman. It's visually impressive, though the female face that bobs amid the liquor and ice looks a bit like a drowning victim. Waiter, I'll have the Kahlua instead!
Combinar o tradicional chocolate belga ao original creme irlandês exige cuidado e precisão. Para apresentar o resultado desta mistura, a Baileys convocou os serviços da R/GA de Londres e Estocolmo, que decidiu “revelar” esta alquimia utilizando uma Rube Goldberg Machine.
Liquid Alchemy – The Art of Baileys Chocolat Luxe é um filme de dar água na boca, que integra a campanha Baileys Brings Chocolate to Life. A máquina utilizada no comercial foi realmente construída, dispensando o uso de efeitos por computador. O resultado ficou bacana e a estética é impecável.
Para relembrar outros momentos em que a Rube Goldberg Machine foram usadas na publicidade, clique aqui.
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Post originalmente publicado no Brainstorm #9
