A new video from Ultimat vodka has generated more than 1.1 million views in the four days since it was posted on YouTube on July 26.
The video, part of the brand’s “Find Balance, Find Ultimat” campaign, shows a window washer dressed as a businessman flashing signs at office workers from his perch outside their skyscraper windows.
The signs include messages such as: “You people are hard to reach,” “Let’s drink to you getting out of here before 6,” “Cheers to less work and more play” and “When was the last time you got some fresh air? It’s awesome,” and of course: “Find balance, find Ultimat.”
The brand shot similar footage on a skyscraper in Chicago. Both shoots were done on a summer Friday afternoon, to dramatize the campaign’s theme and results of a Harris Interactive poll conducted for Ultimat that found 70% of respondents saying that Summer Friday benefits would improve their work/life balance (just 12% reported having such benefits). Ultimat hosted late-day cocktail parties for the workers in the skyscrapers where the ads were shot.
The creative is from the Amalgamated agency, and was directed by Xander of the East Pleasant production company. Thirty-second and long-form versions were launched through social and paid media, including Hulu and Tremor, as well as YouTube.
In addition, the brand is running targeted ads on WSJ.com and other finance Web sites on weekend nights after 5 p.m., to “catch” professionals with deficient life/work balances.
The ads have messages targeted/personalized to the user based on the content of the articles they are reading. They urge the reader to find balance, and provide a map to the nearest venue where they can order an Ultimat vodka.
The brand is also running direct-to-consumer initiatives. These include Ultimat-hosted parties at corporate offices (such as Gilt Groupe’s) featuring a “build-your-own-cocktail” bar, with fresh ingredients provided.
In addition, on Fridays in August, Ultimat will sponsor complimentary manicures and other spa services, as well as cocktails, for men patronizing New York City’s Truman’s Gentleman’s Groomers (described as a cross between a dream man-cave and modern-day barber shop).