Baileys’ new campaign, ‘CREAM WITH SPIRITTM’, includes TV and print advertising, which will be seen in every continent around the world, and is designed to shine a light on women and celebrate the spirit of modern womanhood in all its multifaceted glory.
The new campaign launched in the UK on Sunday evening with a 60-second TV advert breaking during the first episode of the new season of Homeland on Channel 4.
24 hours before the TV premier we will be showing an exclusive 90 second director’s cut to the Facebook fans in the UK.
The film is a modern spectacular and is reminiscent of a music video, inspired by the 1930s films of Busby Berkley, who was renowned for his unique style and ability to turn dancers into ‘human kaleidoscopes’.
It celebrates the spirit of modern womanhood with a visual of dance moves, female camaraderie, spectacular visuals and edgy styling.
Set to the soundtrack of ‘Rapture’ by Blondie, the film acts as a metaphor for the Baileys liquid, beginning and ending in the glass and topped off with the line ‘Cream With SpiritTM’.
Baileys has always been a drink/brand with strong female connections since its creation in 1971.
In its new ‘CREAM WITH SPIRITTM’ campaign Baileys returns to its roots and aims to celebrate the spirit of modern womanhood.
It recognises that women can be strong and feminine, beautiful and witty.
Created by BBH, the film was shot in London by the French directing team Megaforce who also directed the video for Madonna’s ‘Give Me All Your Luvin’ earlier this year.
The dance routines in the film were choreographed by Michael Rooney, son of American actor Mickey Rooney and choreographer of Bjork’s ‘It’s Oh So Quiet’, Kylie’s ‘Can’t Get You Out of My Head’ and Fatboy Slim’s ‘Praise You’ and ‘Weapon of Choice’ music videos.
The wardrobe was styled by Andy Blake, with some outfits made by Scottish-born fashion designer Pam Hogg.
The accessories were supplied by fashion label FELDER FELDER, which is worn by the likes of Rihanna, Florence and the Machine and Allison Mosshart.