"Briefs are always a little strange and this onecame with a description of the drink as 'open,''social' and 'human.' So we use that in the TVcommercial to sort of make fun of the client a little bit, but at the same time the client approvedof it and quite liked it," says Mark/BBDO CreativeDirector Michal Pacina.
The spot features a "menu" of Internet icons toclick on. For example, the word "open" is illustrated in the spot by an actor with his mouth wideopen to pour the drink in.
"The word 'social' is shown by a guy trying toattract one girl and so on ... It's a play betweenthese very strange words written in the brief," Mr.Pacina says.
Mark/BBDO also created a print ad and postcardads 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 inGermany, Austria and Slovakia. Last year Pernod-Ricard bought a 30% stake in Jan Becher KarlovarskaBecherovka group, which includes Rapid.
Copyright August 2000, Crain Communications Inc.