Diageo is hoping the campaign accelerates its attempts to position the drink as a sophisticated alternative for the modern women.
The two-minute video, created by BBH, focuses on the main story points from the ballet and uses the strapline “Spend time with the girls this Christmas”. It features routines choreographed by Black Swan choreographer Benjamin Millepied and is performed by the principal dancers of the ballet group.
It is part of a wider £17m festive drive to reset Diageo’s spirits brands in the UK as the drinks maker looks to capitalise on growth to the category. The campaign will run alongside efforts from Smrinoff and Johnnie Walker over the coming weeks.