A stroll through history with Johnnie Walker
Best ad of the year so far? It just might be this brilliant five-minute-plus spot by BBH London, in which Robert Carlyle, in a single continuous take, narrates the progression of Johnnie Walker whiskey from the backroom experimentation of a humble shopkeeper to the multinational powerhouse it is today. The combination of bagpiper abuse, well-timed visual cues, pitch-perfect writing and music, and Carlyle's charisma keeps the mini-movie chugging right along. (When was the last time you sat through an ad this long, and one that really just puts in motion the boring brand-history page from the Web site?) It's also nice to see the renowned gloomy Scottish countryside put to good use. UPDATE: Shots has an interview with the director, Jamie Rafn of HLA in London. See also: |
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August 7, 2009 in Alcohol, BBH, Europe, Johnnie Walker, Kiefaber | Permalink |
Comments
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A little more info including an interview with the Director can be found here:
His entire monologue was done in one take (on take #40).. pretty cool.
Posted by: Brentter | Aug 7, 2009 9:25:34 AM
best ad of the year, definitely! best ad of the decade... well, maybe if they'd held back and not put agency credits up on the screen.
Posted by: bb1980 | Aug 7, 2009 10:47:00 AM
David, do you know if this is posted anywhere else beside you tube? couldn't seem to find it on the website...
Posted by: shoeshiny | Aug 7, 2009 12:13:37 PM
It sure is a nice ad. I can't help wondering what Mr Walker might also have thought about the current plans to close one of his descendants' plants, though...
Posted by: Dave Morris | Aug 7, 2009 1:15:29 PM
It's nice, but you're only going to sit through something that long once.
Posted by: Steve | Aug 7, 2009 2:12:43 PM
Heard in focus group....
"It's too dark."
"Seems to be insulting Scottish people. Calling them cheap."
"Music doesn't have enough energy."
"He should smile more."
"Why doesn't he stop and taste the product?"
"The logo comes all the way at the end."
"The logo is awfully small."
"I thought we were getting sandwiches."
Posted by: rich siegel | Aug 7, 2009 2:14:28 PM
@shoeshiny
You can find it on the Johnnie Walker Web site if you list your location as the U.K.
Posted by: Tim Nudd | Aug 7, 2009 2:21:58 PM
I'm watching it right now and I can understand about every 8th word he says. Does this come with subtitles?
Posted by: An ad guy | Aug 7, 2009 3:36:13 PM
I watched it about 5 times today. Will consumers watch it straight through, not too many will, but those that do will become more loyal to the brand. this isn't a super bowl ad, it's an under the radar web film, and for what it is, it is exceptional to the point of art.
Posted by: bb1980 | Aug 7, 2009 5:04:15 PM
Some times we get so focused on how brands play out in the lives of consumers that we forget how interesting and powerful they can be in their own right. That just telling the company’s story well can be riveting. In any case, I gave up on scotch years ago and have been drinking vodka since. But seeing this, made me want to order a “Johnny Walker Black on the rocks”—which is exactly what advertising is supposed to do.
Posted by: Gregory Pruitt | Aug 7, 2009 10:46:28 PM
The decision to close down the Johnny Walker bottling plants in Scotland and move them off-shore has attracted some serious negative PR...don't know if this will combat that and rescue their reputation - especially since the whole campaign is all about the brands Scottish heritage...it'd be like rubbing salt into the wound for the factory workers...
http://www.telegraph.co.uk/news/newstopics/politics/scotland/5913043/More-than-20000-take-to-streets-to-protest-Johnnie-Walker-plant-closure.html
Although, maybe all the press around it hasn't really done that much damage, maybe whisky drinkers are fickle and don't care or do care but it won't affect their buying habbits...
Posted by: Loucifer | Aug 10, 2009 12:13:53 AM
One of the best ads of the year!
Posted by: law news | Aug 11, 2009 5:25:28 AM
Anyone find any info about what effect this has had on sales?
Posted by: Jim Samuel | Aug 12, 2009 1:10:08 PM
i found the constant walking tiring on the eyes...i got quite exhausted by it...would have liked him to stop once or twice just to slow the visual down momentarily
Posted by: belinda | Aug 13, 2009 12:46:18 PM
narrates the progression of Johnnie Walker whiskey . . .
WhiskEy ?
Posted by: Puzzled from Kilmarnock | Aug 14, 2009 3:32:57 PM
Interesting that it's impossible to find the video on the Johnnie walker website...
Posted by: Mr P | Aug 17, 2009 7:51:16 AM
The Johnnie Walker Web site requires that the visitor select their country of residence.
If you select United Kingdom, this video does appear on the site. If you select United States, you won't see it.
Posted by: Tim Nudd | Aug 17, 2009 8:37:21 AM
http://www.youtube.com/watch?v=J6mGfqJAt0s
Posted by: jon leach | Sep 2, 2009 11:52:30 AM
Sorry
meant to say...
People who take themselve really seriously : Johhnie Walker, BBH, Robert Carlyle
People who don't : Tango, HHCL, Ray Gardner
http://www.youtube.com/watch?v=J6mGfqJAt0s
Posted by: jon leach | Sep 2, 2009 11:54:05 AM
I still see the video on YouTube here: http://www.youtube.com/watch?v=MnSIp76CvUI
Posted by: Torley | Sep 6, 2009 1:07:24 AM
