Meet Tanqueray's new virtual spokesdude, Tony Sinclair. The site's not great. There's no interactivity. There's no viral? Hello people, it's 2005.
Also, the site isn't hackable. Not that I'm turning into an IT guru or something. But, hey, I would've loved to be able to put a picture of the dashing Tony Sinclair in this post instead of the boring old bottle o Tanqueray you see at left. Also, how fun it would've been to Dr, Angus-ify dear Tony - enabling people to impress their friends with his pithy maxims about the high life.
What's up Tanqueray?
However, the :30s on the site are a scream. And make it worth visiting. My favorite piece of copy from Tony Sinclair: "It's no coincidence that the first letter in the word martini is mmmmmmmmmmmmm." (followed by demonic laughter, naturally).
The lesson for me is: great creative still wins, even if it's just TV spots. And, great TV spots are still better than bad interactive. The most potent combination (of course) is cross-channel great creative - which is hard to pull off.