Does your daily routine leave you lost in a sea of repetition, repetition, repetition?
While it may seem that this year has successfully subverted our curiosity and passion for exploration, the world’s most unusual gin, Hendrick’s Gin, invites everyone to escape the conventional through its new TVC that airs across broadcast, digital out-of-home, and social and digital channels from 1 December.
Hendrick’s Gin South Africa brand manager Shaun Stemmett explains that the commercial is particularly relevant to SA consumers as it provides a much needed and delightful respite from 2020’s restrictions and mundanity.
Curiosity arises from the desire to venture into the unknown. While restrictions may have limited the degree to which consumers could physically explore, the desire has not diminished. Hendrick’s Gin prides itself in rewarding people with continual delight, surprise and wonder; we are the world’s most unusual gin after all. Our greatest joy has always been to create rich and wonderous experiences, and the new TVC achieves just that – it rewards viewers and consumers for their attention with a truly spectacular and highly detailed animated commercial.
To produce the commercial, Hendrick’s Gin global marketing team worked with their long-standing creative agency, US-based Quaker City Mercantile (QCM) who returned to Cape Town-based animation and illustration studio Tulips and Chimneys to create the TVC entitled “Curiosity”.
In 2018, Tulips and Chimneys produced their first commercial for Hendrick’s Gin in partnership with their UK representatives, Strange Beast, and the US team at creative agency Quaker City Mercantile. Following the much-loved animated TVC “The Escape”, the same team revisited the definitively Hendrick’s Gin world of Victoriana Surrealism, and created “Curiosity” – a fantastic tale of how curiosity can transport your imagination into the wondrously unusual world of Hendrick’s Gin.
Ree Treweek, Creative Director at Tulips and Chimneys explains the creative; “The TVC represents Hendrick’s Gin’s distinctive and delightfully unusual brand world, after escaping the ordinary of everyday life. The colour palette is rich and bright to help push deliciousness & refreshment cues while reinforcing the brand’s liquid credentials “ODDLY INFUSED with ROSE and CUCUMBER.”
“Curiosity” tells the story of our lead character, a Hammerhead shark, tediously mopping the floor of an empty ballroom, under the sea. As he mops, the Hammerhead discovers something unusual a cocktail glass shaped hole in the wall. Surprised, the Hammerhead bends down lower to inspect. We see his big eyeball blink from inside. We follow his long arm through a tunnel. His arm stretches on and on until it reaches a miniature room full of tiny characters having a party. The tiny characters greet the hand and as it retracts, holding a Hendrick’s Gin cocktail, the tiny characters travel back with it into the large ballroom. As a result, a delightful party erupts around the tall Hammerhead shark, who is juxtaposed with many small characters.
Watch out for the commercial in its various forms on premium TV channels, Digital OOH & Digital platforms this summer.
