The TV ad has been created like a music video, inspired by the kaleidoscope style of 1930s Hollywood film director and choreographer Busby Berkley. It is set to the Blondie track ‘Rapture’.
The campaign, called “Pour Spectacular” introduces a new strapline for the brand: “Cream With Spirit”.
Owner Diageo says it is the brand’s “most ambitious global marketing campaign to date”.
BBH introduced its first female-only creative team to work on the brief, following an admission by owner Diageo that it had not always got its strategy of marketing to women right. Mixed creative and strategic teams worked on the final execution.
Garbhan O’Bric, global brand director for Baileys, says: “With this brand relaunch Baileys faces an exciting future as we re-capture the true essence of the brand. We’ve always been at our best and truest to ourselves when we’ve celebrated the brilliance and magnificence of women and with this new campaign we are reaffirming that timeless truth, but are doing it with a modern twist.”
The TV ad is due to launch in the UK on Sunday (7 October) during the first episode of the new series of Homeland on Channel 4.
It will be supported by cinema, outdoor and digital activity.
The campaign will also run in across Europe, Scandinavia, China, the US, Canada, south and central America and Africa.