Jude Law lets us know that life isn't all about working hard, sweating, and getting to your goal. Half of the motion forward, is joy. And with this simple idea, we've shifted the Johnnie Walker branding concept from "keep walking" determined hard working excellence reward, to the drink you hold in your hand when your tap-dancing down the street of your future. Joy brings progress - and progress brings joy, as shown in the tight cut of blenders trying their whisky to get the perfect blend. When you love your work, your work is joy. In the clip we see people who obviously enjoy their work, like music group "OK Go", the Formula One race car driver Jenson Button, Mexican fashion model Montserrat Oliver who jetpacks, and Eva Håkansson, a Swedish engineer and builder of the "ElectroCat" motorbike. The song is "Ca Plane Pour Moi" by Plastic Bertrand.
Agency: Anomaly
Client: Johnnie Walker
Director: Max Malkin
Production Company: Prettybird
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Comes across rather dry and artificial in my opinion, like a clip show with an overblown budget.
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PermalinkI also need to add another note. Joy doesn't take you further. Hard work does. Suffering. Pain takes you further. This campaign is based on a lie, and that's what makes it so unpalatable. If joy took us further, we'd all be on the moon. As it stands, joy rarely takes us anywhere. That's why we suffer for our art.
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