Challenger vodka brand Dutch Barn has once again enlisted the services of renowned comedian (and part-owner) Ricky Gervais for its latest anti-advertising campaign.

In this most recent spot, set to break tonight (19 July) on Channel 4, we see Gervais explain to the audience that using a dog in an advert apparently makes people more interested in a product.

To that end the spot features the comedian sitting on a simple wooden bench alongside a very well-behaved German shepherd who ‘speaks’ to Gervais, explaining to him why the vodka is expensive.

The work follows a series of purposefully low-effort, anti-advertising campaigns that all harness the star power of Gervais to lampoon conventional promotional pushes.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

The new campaign comes as the upstart vodka brand appoints Bicycle London as its media agency of record, with the firm tasked with overseeing its media planning and buying strategy.

“We were extremely impressed by Bicycle’s passion and understanding of our business,” Ellers Farm CMO, Ross Haddow said. “We look forward to working together and showing how good vodka can be in all senses of the word!”

Bicycle London CEO, Henry Dalglish added: “Winning an account of this level is another statement for the agency of working with amazing new brands. The fact both client and agency are B-corps was critical for us in aligning.

The added fact that we now get to work creatively with Ricky Gervais is a huge added bonus – we cannot wait to see the response from the work”.