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James May calls on consumers to create ad

TV personality and journalist James May has launched a new campaign that tasks drinkers with creating adverts for his gin.

James May
Adverts can be submitted as banners or short-form clips

Titled ‘Gin of the People’, the campaign is launching for World Gin Day 2024.

Adverts can be submitted as either a short piece of filmed content or a banner ad. Clips must be under 60 seconds long and under 100mb.

The other criteria is that it ‘must, of course, convince all and sundry that James Gin is the only thing worth drinking this summer’.

Submissions can be uploaded on

May said: “I need your help. The James Gin business is now at the point where people are trying to persuade me to spend loads of money with a poncey advertising agency to promote my products. But I don’t want to do that, because James Gin is the Gin of the People and I’d rather save the money so I can make it cheaper to buy.

“This is where you, who are The People, step in. I want you to make the ads for me. Your ad can feature any of the flavours currently available from James Gin, and can be a simple banner or a video. But if it’s a video, it can’t be longer than 60 seconds.

“Upload your works of genius and once it’s been checked for hate speech, cultural misappropriation, and incorrect pronouns, it will appear all over the James Gin socials. The creators of my 10 favourite ads will each receive a mystery James Gin gift box. And my absolute favouritest favourite ad will also win a personal gift from me.

“Put on your designer bow tie, your ludicrously fashionable glasses, change your name to just your initials, and get on with it.”

The James Gin range is available in 41 countries and consists of four expressions: Asian Parsnip, American Mustard, London Drizzle and Navy Strength Asian Parsnip.

Recently, The Spirits Business caught up with James May – perhaps best known for his time as a host on Top Gear and The Grand Tour – to get the lowdown on the brand and his journey into making gin.

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