Beam Suntory-owned craft gin brand Sipsmith Gin is the official gin partner of Wimbledon this year, but in the brand’s fun new TV ad, its “Mr Swan” character mistakenly flips that on its head, calling everything about the tennis championship “the official partner of Sipsmith.”

Created via Ogilvy U.K. and veteran comedy director Jeff Low of Biscuit, the spot sees the stop motion animated character (voiced by "The Mighty Boosh" actor Julian Barrett) on a tour of the All England Lawn Tennis Club with an increasingly exasperated official as he declares that the manicured grass, ball machine, lawnmower and even rain are all official partners of the brand. It's charming fun, with some snappy copywriting. 

The campaign is running on U.K. TV in the run-up to Wimbledon, accompanied by social assets featuring Mr Swan commenting on Wimbledon traditions. The original "Mr Swan" ad launched in 2019 as the biggest campaign in the brand's history. 

In a statement, Shelley Macintyre, senior global marketing director, Gin, Beam Suntory, described the ad as "a delightful celebration of two quintessential brands that go to extraordinary lengths to delight their clientele. A shared attention to detail, combined with Mr Swan's idiosyncratic quirks make this not only the perfect partnership, but a lot of fun too, which is what we’ve tried to capture with Mr Swan and his partner, Ani."

Low added: “It was a privilege to get to make another film for Sipsmith with our misguided friend, Mr Swan.  I hope audiences enjoy it so we can make it a trilogy.”