How to soft sell the House of Martell on the back of a bus.

Our aim was not to encourage drivers to drink and drive... who would? We were after the affluent market and they happened to be motorists, who drove or were chauffeured behind buses. 

We placed the product in a setting evoking class and sophistication with attractive models in formal attire and a whiff of sexual tension to complete the scene. 

From make-belief to reality soft sell always worked wonders in the right hands.