100 Proof Art

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Bombay Sapphire gin and New York's Margeotes Fertitta & Partners have danced around the TV booze ban by commissioning three directors to write and direct three short films, themed "Sapphire Inspired," which, aside from an initial product shot, are non-alcoholic. "We were looking for films that tied in with the qualities of the brand: allure and mystique," says Margeotes CD Fritz Westenberger. The films hang loosely on the themes of sex, love and beauty. Robert Logevall's spot features an older writer/intellectual being interviewed by reporters in his loft, whose attention is directed toward a young woman who blushingly asks him about his "ambitions" while turning around her wedding ring. Victor Robert's entry features a woman's performance in a desert tent, attended by a well-dressed crowd oddly equipped with lorgnettes and ear trumpets. Carlton Chase's film, narrated by a woman to her lover, was shot in Tahiti and features a young man who is not accepted on the island because of the way he sees beauty. "Some clients would ask, why fund films that don't publicize the product?" says Westenberger . "But that's shortsighted. You don't have to show people drinking to promote an alcohol brand."

Client: Bombay Sapphire Agency: Margeotes Fertitta & Partners CDs: Fritz Westenberger, Alison Gragnano Agency Producer: Annette Suarez AD/CW/Directors: Victor Robert/Palomar Pictures, Carlton Chase/Neue Sentimental Film, Robert Logevall/Wonderland Pictures Editors: Jinx Godfrey/Post Factory, Alan Bell, Angela Wood/freelance Music/Sound Design: Trivers Music, David A. Brown, Slogan Effects: Greg Connel/Shaded Box