When good, old-fashioned TV storytelling is done well, it’s an incredibly powerful means for brands to forge bonds with their audiences. And as spirit brands, much like most categories these days, seem to be cutting down on their advertising spend, it makes a powerful leadership statement to raise one’s voice when everyone else is quiet. Johnnie Walker – case in point.
In this thought-provoking story about an esoteric bit of life-critical decision-making, our friend Johnnie appears to be less steadfast than usual in his stride. In fact, he has reached a crossroads in his journey. How odd you may think, but there’s a reason: this film is the story about how it all began … the first stride on Johnnie’s journey.
From this fresh perspective on the core brand idea “Keep Walking”, in which progress – advancement towards fulfillment – is achieved by relentlessly pursuing the dream one’s heart is set on, Johnnie calls out to the adventure-seeking, risk-taking side of the male mind. And he reminds us that our fate is something we choose.
The bold execution exudes loads of confidence by not shying away from the sometimes rough and crude reality of life. The tone is raw, gritty and very real. And there isn’t a pouring shot, a product shot or smiling model to be found. Instead, we see what appears to be a laden, unshaven dipsomniac on a dirt road in the middle of nowhere.
Here, he stands and observes villains and numerous deceptive characters driving by in distinctively “unpremium” rides. Hat off to the JW/Diageo marketers for buying interesting, evocative creative work based on audience empathy and insight. Advertising for humans, not consumers. And the same goes for BBH for making it happen.
Rob
March 13, 2009
Yep agree with you … love the spot/story, especially it’s gritness and dark humour … but it’s still for a whisky which has about as much influence on the values of a person as watching the Paris Hilton show would.
niko
March 15, 2009
I would of thought that in these times alchohol sells itself
plus indeed you are right that all brands can speak up in these times, but it always seems to be the same that they are saying: times are rough, buy me.
couple of years ago it was times are good, buy me.
I say play your part, court jester. don’t overreach, in intent or assumption of your importance and role (unless u mean it and back it up).
niko
March 15, 2009
p.s. it’s a bit generic…it could have been a spot for an recruitment agency or the army even…up until the shot of keep walking it is not driving (boom tish) any point across from brand pov..
could there be a danger that people in the first 50 seconds think it is for something totaly different and that when the JW logo comes up it is actually counter productive and not reinforcing ?
fredrik sarnblad
March 16, 2009
I totally agree Rob…to claim that this ad is capable of influencing a person’s values would be stretching it a bit too far. Values are deep-seated things. This doesn’t, however, make the ad less effective because what it does brilliantly is leveraging the brand’s insight into the male mind and what goes on in there. And in this film, it’s about making the choice all men want to see themselves capable of making so that they never have to look back and say to themselves: “what if…”. It’s really beautifully done.
Hi Niko, Yes, you would have thought that alcohol would be flowing more freely in times like these. But for premium and super premium spirits, such as high-end blended whiskeys, single malts and cognacs, the picture is all but bright and sunny at the moment.
I think JW do a good job here in not saying “buy me”, but rather “this is what we represent/believe in”. This ad influences by association (partly subconsciously), not by persuasion in a linear, logical manner (conscious processing).
To your second point Niko about the first part of the film not being obvious enough, I think this is actually one of the key reasons this ad works and is so interesting to watch. I disagree with your view that it’s too generic. When you watch this, you’re not being “dumbed down” as a viewer, but rather addressed as an intelligent human being. I do agree with you that it could have possibly been for a recruitment agency or an organisation like the army. It could have also been one for say an adventure travel agency. But it isn’t and I think that’s the point. Like any brand that’s built on an attitude or belief (not a tangible in-the-product-truth) its about claiming a territory/belief first and/or more powerfully than any other competitive impostors. Take Nike for example.
northern
August 18, 2009
I think Fred’s right (and an extra point for loyalty to your new paymasters).
There’s ads that say buy me, there’s ads that say ‘like to buy me’ – this is the latter.
The best brands make you feel different when you use them, I’ll wager Jonnie Walker drinkers feel just a little bit different.
fredrik sarnblad
August 18, 2009
Thanks Norhtern
I have to say I think the new, long “Walk” film is equally brilliant.
I hope all is well on your end. I have been rather absent from the blogshpere of late. But my plan is to resume blogging once the dust has settled a little bit.