Reef creates second television ad

Marketing, Thursday, 06 February 2003, 12:00am,

Reef, the Coors-owned juice and vodka PPS brand, has created a second television ad in its raunchy £5m 'Juicy' campaign. 'Fruit Salad', which airs on Friday February 7, was shot by maverick director Tony Kaye. The ad opens in a fantasy juicing factory. Fruit is squeezed between minimally leather-clad - and well proportioned - men's and women's bodies to provide the juice to make Reef. At the end of the squeezing session a female voice-over announces 'And this is where we add the vodka'. The secret process itself is obscured by the body of one of the models. The execution is the latest in the brand's plan to advertise on television in every week of 2003. Creative is by Leith London and media is through BBJ.