Martini “70s Compilation” [00:35], “Jonathan” + “Quiz Show” [01:00]# A remarkably strange campaign for Martini which cheekily spoofs the traditional image of the brand. The first spot consists of a compilation of scenes from Martini spots from the 70s featuring lots of beautiful – albeit rather ludicrously garbed and coiffed – people in “exciting” locations and a super, “If you missed out on the cosmetic vanity of the 70s, don’t worry. It’s coming back with a vengeance. The new Martini advertising is coming soon.” Over a shot of the Martini logo a MVO then intones, “Are you the best-looking person you know?” and offers such people a role in an upcoming commercial. The two following spots continue with the subject of beauty, both are set in some resort for beautiful people. A presenter tells us that many people would love to drink Martini but feel too self-conscious to do se. “Frankly, they feel too ugly,” as she puts it. She presents Jonathan, a young man who wants to have cosmetic surgery performed, so he too can enjoy “the beautiful drink.” His wish is fulfilled, and when we see him again he blends in perfectly with the rest of the people in this resort. In the second commercial, we witness a quiz show set in the same spa. The contestants can win “a new face,” as to be able to unselfconsciously enjoy Martini. “Remember, it’s the beauty on the outside that counts,” the quiz show host tells us, and then promises “With Martini we can make Britain a more beautiful place.”