There are over 300 different versions of Sarah Jessica Parker that are not Sarah Jessica Parker. The one who did not remain faithful to their vision, the one who did not dare to risk or the one who signed contracts that they actually rejected. All those noes, they say in Tanqueray’s new advertising campaign, are what have made life spectacular.
The actress – who recently received the Carol Burnett Award from the Golden Globes for her contributions to the television industry in front of and behind the cameras – has been chosen as the new global ambassador for Diageo’s gin brand.
The choice is because Tanqueray has found similarities between Parker’s career and his own, based on decisions and that saying no can also create incredible stories. Thus, Sarah Jessica Parker’s noes throughout her career bear parallels with the more than 300 versions that the brand’s founder, Charles Tanqueray, worked on before finally finding the perfect blend for her Tanqueray London Dry Gin.
“For those who say no. Those who defend their position. Those who know that greatness takes time“, the brand commented on social networks when sharing the campaign. “Telling us yes takes us further. But it’s the no’s that make life spectacular. And that’s why there’s an N and an O on every icon.”.
The campaign is titled “There is an N and an O in every icon” and addresses, from the history and legacy of the brand, a universal insight: that progress is not only defined by what we accept, but also by what we reject. The brand considers this idea to be a fundamental part of its DNA and a philosophy that has shaped its drink. The brand’s intention, both with the message and its association with the actress, is to work on the idea of authenticity and credibility.
This has been reinforced with an audiovisual piece, released as a teaser, which covers both the awards achieved by Sarah Jessica Parker over the years, mainly for her role and work in the series “Sex and the City”, as well as some characteristics of her personality, such as the fact that she has always refused to change her physical appearance to fit into Hollywood conventions.
““We were thrilled when Sarah Jessica Parker agreed to be our global ambassador, as she embodies the same dedication and resistance to compromise as Tanqueray.”commented Patricia Borges, Global Director of Gins and Rums at Diageo, according to Little Black Book. “With a career based on choice, conviction and the ability to say no, he not only defends history, but personifies it. His relevance in contemporary culture is undeniable and his work constantly inspires our target audience, who seeks to make life spectacular.“.
The actress, for her part, claims to agree with the message that the brand sends. “The no’s I have accumulated throughout my life and career have shaped me, driven me, and, in most cases, taken me to the most unexpected and spectacular places. They have become part of the adventure, and I am grateful for each of them”, he commented.
The collaboration between Tanqueray and Sarah Jessica Parker will materialize in different actions throughout the coming months on a global level. The brand will celebrate its place in contemporary culture through different experiences and special events, such as the presence of the actress next February at the Rio de Janeiro carnival, in Brazil.
