• by Fern Siegel , 4 hours ago

"Sex and the City" made cocktails an essential part of New York culture. Now, Sarah Jessica Parker doubles as a global brand ambassador for Tanqueray London Dry Gin and its iconic drinks: the Tanqueray Dirty Martini and Tanqueray Gin & Tonic.

The creative by AlmapBBDO runs on Tanqueray's official digital and social-media channels and centers on a key premise: saying "no" before saying "yes." Almost two centuries ago, Charles Tanqueray developed more than 300 recipes before finding the most balanced one. That recipe is produced to the same standards today.

In addition to the brand's channels, the work runs offline and in-person experiential events in various markets, including the U.S., U.K., Brazil, China, India and Italy.

“There’s an N and an O in every Icon” is the thrust of the spot, directed by Paul McLean and shot by Miles Aldridge. As Parker says in the ad: “The ‘no’s you give and take are what make life spectacular.”

Filipe Cury, executive creative director for AlmapBBDO, added: “When you’re able to find the sweet spot where the brand’s values meet human behavior and cultural tensions, that makes your work resonate all the more. In our case, we were lucky enough to have a star like SJP, who shares in all those truths and helps us bring them to the public with a unique, powerful approach.” 

Parker is the first tastemaker in the new series. Others will feature in future spots.