Ketel One’s first campaign from Fig encourages you to ‘Drink Marvelously’
Playful animated ads broke during the Emmys
Sep 23, 2019
Dutch premium vodka brand Ketel One has long been known for its unfussy elegance and clean taste suitable for drinking straight up. Its new “Drink Marvelously” campaign, which broke during last night’s Emmy awards, hinges on that reputation in a series of charming and simple animated ads.
The effort is the Diageo brand’s first work out of New York agency Fig, which won the global creative account in May following a competitive review. It consists of charming spots featuring playful black-and-white line illustrations that feel like a classic comic strip come to life—a refreshing break from the high-production ads and millennial revelry that crowd the category. One spot depicts a man mixing up a Ketel One martini and then sending it, by balloon, across the city, later reuniting with it at a rooftop party. Other whimsical spots see the martinis traveling by parachute and shooting across bars.
The theme continues in out-of-home ads that play up the vodka’s “role” in various cocktails and in fantasy-filled, big-city scenarios.
“The black and white illustrations are a simple invitation to put yourself into that world and have a great cocktail." said Scott Vitrone, chief creative officer of Fig in a statement.
The campaign’s 15-second ads broke In L.A. and New York during last night's Emmys broadcast. The work will continue to run on national television and in a digital rollout in October. The outdoor work debuted in Los Angeles to coincide with Emmy Awards season and will roll out in other markets including New York, Chicago, Miami and Philadelphia in November.
According to Diageo’s 2019 annual report, Ketel One's net sales grew by 10% and the brand gained share in its category, prompted by the success of Ketel One Botanicals and improvement in performance of the core product.