Madurga and Gin: The perfect combination for Seagram’s 0.0

Noted Spanish actor Miguel Ángel Silvestre strides into a trendy rooftop bar, the metropolitan skyline glittering in the moonlight.

A bit shy about ordering Seagram's 0.0, the brand’s non-alcoholic beverage, he is schooled by the bartender, and the band, which shows how to Order It With Pride. The spot, created by CHINA (part of LLYC), produced by Be Sweet, and directed by by Guillermo Madurga (who, along with Miguel Angulo is represented stateside by Easy Mondays as Lobster) is airing now.

Seagram's – Order It With Pride

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Agency CHINA/Madrid
Production Company Be Sweet Films
Director Lobster

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Credits

powered by

Agency CHINA/Madrid
Production Company Be Sweet Films
Director Lobster
Sound Design Sound Garden Producciones
Executive Creative Director Rafa Anton
Creative Michel Morem
Producer Esther Garcia
DP Carlos Ritter

Executive Producer Juan San Roman

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“One of the premises was to show a 0.0 product in a night environment,” Madurga shared. “We wanted to evoke a New York City rooftop with a jazz atmosphere. The casting lends seriousness, along with an imprint of cool and style.” In addition to Silvestre, the ad features actors Leon Herbert and Christian Guiriguet (on guitar), drummer Joe Sturges, trumpetist Frank David, and Guido Farusi on bass.

Style also factored into the director’s treatment of the venerable brand. “It was clear that humour had to be present as a note of surrealism but without losing the style and spirit so characteristic of the brand,” he said of the spot’s magical realism as the band begins to play. “It comes back to the casting and tone, so the contrast between Miguel and the musicians generates that effect without crossing the lines of exaggerated humour.”