written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict
2021-01-22

Campaign: Johnnie Walker - Astronaut

Campaign: Johnnie Walker - Astronaut

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today it is all about the existential issues of our time: isolation, future, faith, hope - and a strong whisky brand.

Platforms: 

Web, social media, TV (Cutdown)

Learnings:

  1. A strong brand is so-called because it has a strong claim and strong positioning.
  2. 200-year-old companies are able to boldly look into the future - because the future is full of opportunities.
  3. It is the simple joys and pleasures in life that we remember going forward.

Background:

Johnnie Walker is celebrating his 200th birthday. Time to look to the future and celebrate in a time when nothing is normal any more - but someday soon it will be again.  

Objective:

A spot that interprets the brand claim in a modern and contemporary way and sets new standards in terms of visuals and content. A spot that looks ahead and shows us what can and will come after isolation. "The next 200 years are just beginning. Keep walking."

Execution:

Opulent, emotional, picture-rich and visionary, and all this packed into two and a half minutes.  

The spot shows an astronaut and her partner on their journey back to earth from space. Once back on earth, she thinks about all the things that are really important in life: celebrating with friends, laughing and loving together.  

In addition, we hear from astronaut John "Danny" Olivas who has been into space twice himself: "Life will be full of possibilities again. That's what I felt, and that's what you will feel. Take it from me... I know what it's like to be isolated from the world."  

Hot or not?  

A state-of-the-art brand with a state-of-the-art spot. Much has been said and written about the post-pandemic period in recent months, but this metaphor about the return from isolation to normality after the Covid-19 pandemic is as impressive as it is amazing. Full of hope and confidence - and elevates the brand slogan "Keep on walking" to an even greater relevance and meaning.

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