"Briefs are always a little strange and this one came with a description of the drink as 'open,' 'social' and 'human.' So we use that in the TV commercial to sort of make fun of the client a little bit, but at the same time the client approved of it and quite liked it," says Mark/BBDO Creative Director Michal Pacina.
The spot features a "menu" of Internet icons to click on. For example, the word "open" is illustrated in the spot by an actor with his mouth wide open to pour the drink in.
"The word 'social' is shown by a guy trying to attract one girl and so on ... It's a play between these very strange words written in the brief," Mr. Pacina says.
Mark/BBDO also created a print ad and postcard ads for the brand.
Rapid, which launched a year ago, is a "sister" liqueur to the traditional Czech national alcoholicdrink, Becherovka, an herbal bitter also popular in Germany, Austria and Slovakia. Last year Pernod-Ri-card bought a 30% stake in Jan Becher Karlovarska Becherovka group, which includes Rapid.
Copyright August 2000, Crain Communications Inc.