Tanqueray: Resist Simple - Paris

The Resist Simple communication establishes Tanqueray’s rallying cry for those who have had enough of the over simplified and mindless “I’ll have what he’s having” way of thinking and drinking. It’s a call to embrace the gin renaissance and depart from the ordinary, disengage the autopilot and reject the bland and mainstream drinking choices brought on by other white spirits. Resist Simple is a call to revel and rejoice in a life of depth, layers and substance. To celebrate the complexity that’s inherent in ourselves and seek out richer alternatives to the everyday norm. It’s a call to make discerning and ultimately rewarding personal choices-even if it means getting a little messy-and having to work a little harder to seek them out.
Executive Creative Director Jeff Kling continues, “We hope people know better than to be told, repeatedly, to 'simplify;' to reduce life’s glorious chaos to pablum, prefab furniture, and packaged holidays. Nobody interesting fears complexity. And people who appreciate life’s rich mess should enjoy a drink with as much to it as Tanqueray.” He adds, "It'd be refreshing this summer, word choice intended, to see people, T+Ts in hand, politely resisting ambient calls to oversimplify."