BETC London is extending its pronounce responsibly strategy for the Cockburns Port brand with a viral inspired by classic 1970s humour. In the film, which is being released online in the run-up to Christmas, a concert pianist strikes the famous first chords of Griegs Piano Concerto in A minor. The camera pulls away and we realise he is only tiny. A full-sized man looks on unimpressed, saying to the genie sitting next to him: Seriously. A 12-inch pianist. The music is the same used in the famous Morecambe & Wise sketch starring renowned conductor and pianist André Previn, acting as a callback for viewers who are in the know about the beloved comedy duo, but at the same time giving new viewers a laugh. Dubbed 12 incher, the film is part of the Cockburns relaunch ad campaign, built around the idea of pronounce responsibly. The idea is to remind people that intelligent humour and laughter goes hand in hand with drinking Cockburns Port. The campaign also includes a 96- and 48-sheet poster campaign, which also has gentle fun with the idea of pronouncing Cockburns incorrectly. More activity will follow in 2012. Cockburns is being advertised again after a 15-year hiatus, following its acquisition by the Symington Family in 2010. The advertising is part of an overall brand revamp, which includes improvements to the ports taste and a new bottle design. Matthew Charlton CEO of BETC said Cockburns has an intrinsic humour to it and this campaign aims to bring that to life, put a smile on peoples faces and remind them of sharing a drink and a laugh with friends and family, especially at Christmas.
Agency: BETC London Brand: Cockburn's Port Title: 12 incher Creatives: Neil Dawson and Clive Pickering Production Company: Hungry Man Director: Neil Dawson Producer: Camilla Cullen Post House: Framestore Editing: Marshall Street Sound: Angell Sound