±±¾©Èü³µpk10

Bacardi-Martini has unveiled a pounds 4m ad campaign for its

Martini V2 that builds on the brand’s Italian heritage. The drink is

positioned as the contemporary bottled version of a classic vodka

Martini and is launched with the strapline ’Italian drink. British

Bottle’. The ad attempts to pay homage to the cult status of some

aspects of modern British culture and its theme is tongue in cheek,

showing ’lads’ getting away with a scam.

It begins in a dingy Soho club, but moves to Mediterranean locations in

Genoa, Imperia and Nice, where a number of stunts are performed in a

Mini.