Liqueur ad breaks ground

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Bacardi-Martini Canada, Toronto, launched a spot in what it believes is the first national TV campaign for a liqueur brand created specifically for the Canadian market. The spot also breaks ground in displaying what could be interpreted as a gay scene. Aimed at women ages 25 to 44, the spot from MacLaren McCann Canada features two women entering a bar who are seen by two men. When the women sit down, one leans over to whisper to the bartender that they'd like Bacardi's Disaronno Amaretto, while seductively rubbing her companion's leg with her foot. When one of the men playfully does the same to his companion, his friend rushes out of the bar.

Copyright December 1998, Crain Communications Inc.

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