Ballantine's Light contains just 20% ABV, which is half of the usual amount for the beverage and French spirits brand Pernod Ricard is promoting the lower-alcohol Scotch whisky with ads that are intentionally missing half of the screen. As the brand explains via voiceover, "Ballantine’s Light contains half the alcohol, but all the character. So we made half an ad."
There are three 30-second ad sports that playfully depict what happens when half of the screen is missing. In one ad, a drinker at a bar falls into the void. A second shows a bartender flipping the lights on and off, switching the blacked-out side of the half-ad.
As more mindful drinkers seek out beverages with a lower alcohol content, brands are reaching them in novel ways to share that less alcohol doesn't have to mean less fun.