The ad is called "float" and will appear on television screens starting next week. "Float" is set in a zero-gravity bar with drinkers floating around and having fun. A barmaid brings out a bottle of Baileys to a table and pours it out but with the lack of gravity it forms a perfect sphere.
The sphere is then hit and breaks into dozens of small spheres of Baileys, which disperse across the bar. People start to chase the spheres, playing with them and drinking them. More and more people join in until the whole bar is taking part. The spot finishes with the strapline "Baileys Infectious".
The campaign was written by Jason Bolton, art directed by Per Kvalaag and directed by Bruno Aveillan. It will run in 30- and 60-second executions on terrestrial and satellite television, including slots in 'Footballers' Wives', 'Friends' and 'Sex and The City', breaking on March 15.
Graham Appleyard, marketing director for Baileys at Diageo Great Britain, said: "The new ad 'float' represents the role that Baileys can play as people enjoy connecting with others and we believe that the ad will drive awareness of the brand, and therefore sales, during the key Easter period."
He added: "The strapline for the ad -- 'Baileys Infectious' -- represents a situation we see in bars and in homes across the country, as soon as one person asks for a Baileys, everyone wants one."
At the same time, Diageo has redesigned the packaging for Baileys, to be available from May. It sees the classic look replaced with a contemporary design, including the Celtic swirl seal embossed on the front of the bottle, the use of a green backdrop on the label and a change in the shape.
Baileys has launched the variants Baileys Minis and Baileys Glide to extend sales of the brand, and has seen sales double over the last three years.
Bartle Bogle Hegarty won the 拢40m global Baileys campaign from J Walter Thompson last year.
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