‘Leave an impression’ was initially launched in first and second-tier cities like Shanghai, Beijing, Chengdu, Wuhan, Suzhou and Hangzhou. Creative elements included TVC, print and outdoor ads.
Publicis Shanghai created the concept positioning Ballantine’s as subtle, yet outstanding in an unexpected way.
“This reflects Publicis’ strong understanding of luxury consumption in China, where status is not the key motivation for luxury purchases anymore but where enjoyment and taste are the main emotional drivers,” commented Pascal Dubreuil, business director at Publicis Shanghai.
The commercial tells the story of a successful man in his early 30s. Sipping a Ballantine’s 17-year old whisky, he is urged to rise to the challenge of dancing the Tango with a professional dancer. He goes on to surprise everyone with his hidden talent, leaving a long-lasting impression on the crowd.
Pierre Berard, marketing director at Pernod Ricard China, said that the campaign represents the Ballantine’s audience as “classic, elegant, premium, and never showing-off”.
The commercial has been adapted in Mandarin and Cantonese for the Greater China audience.
Credits:
Project Leave an impression
Client Pernod Ricard
Creative agency Publicis Shanghai
Creative director Sheena Jeng
Group head Fabrice Scorrano
Art director Amy Hong
Film director Alfred Hau
Business director Pascal Dubreuil
Account manager Zemi Chen
Exposure Television, print, outdoor
