Austin, Nichols & Co.
Dion Hughes, Creative Director
Tony Angotti, Creative Director
Frank Guzzone, Art Director
Cynthia Gruber, Copywriter
Robert Ammirati, Photographer
In creating a campaign for Austin, Nichols & Co.'s Wild Turkey Rare Breed bourbon, Angotti, Thomas, Hedge faced the age-old dilemma of having to market something as being comfortable but special.
To convey this image, the creative team at the New York agency tied Wild Turkey Rare Breed to celebratory scenarios familiar to the target audience of men over 30.
Ads show a partly filled bottle of Wild Turkey. Brackets on the bottle's sides track the falling liquor level and explain the reasons for that.
One charts a man's progression from proposing to his bride and planning a large wedding to narrowing down the guest list and attending his bachelor party. A large portion is for a sudden elopement, while a quarter of the bottle is reserved for later.
"We wanted to take small celebrations and do them in an authentic bourbon way," says Dion Hughes, creative director-who, perhaps not so coincidentally, had recently married when he worked on the ads, "so it was pretty fun to write that one."