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Baileys launches Christmas campaign

Published:  14 November, 2013

Diageo's cream liqueur brand Baileys is to take to the TV with its first Christmas advert in five years.  The theme is a "contemporary twist on Tchaikovsky's The Nutcracker ballet" and it was choreographed by Black Swan choreographer Benjamin Millepied.

The two-minute full-length version of the advert will air on Saturday 16 November during the network premiere of the film, Black Swan at 9.20pm on Channel 4.

The ad, created by BBH London, stars Steven McRae and Thiago Soares, both principal dancers with The Royal Ballet, and Iana Salenko, guest principal with The Royal Ballet.

The ad tells the story of a girls' night out at Christmas time and the key message is: 'Spend time with the girls this Christmas.'

Benjamin Millepied said: "I wanted to create a video that was all about women feeling spirited and, promoting the notion of 'spend time with the girls this Christmas'.

"Christmas is the period of the year we have more time to see our friends, drop the baggage of work and enjoy the company of those that know us the most... it doesn't have to be all turkey and tinsel."

Kerry Owens, Western Europe category marketing director, Baileys and portfolio brands at Diageo said: "Baileys has undergone a transformation this year with our new slimline bottle and this is mirrored in the advert, which sees a Christmas classic given a fresh, contemporary twist. It is a huge coup for us to be working with such talented individuals like Benjamin, Ringan and the fantastic principal dancers from The Royal Ballet."

Following its full-length debut, the advert will launch across UK commercial channels from 25 November as a shorter 60-second version.