A great campaign is a living organism that translates to every platform. Its message is clear and effective regardless of scale. It grows and evolves without forgetting its unique insight. And it’s born with long-term intentions. Unfortunately, as today’s brands lust after short-term sales and switch agencies like disposable contact lenses, respectable long-lasting campaigns have become an endangered species. With visions of immediate ROI dancing in their heads, brand managers lose sight of the power of consistency. Don't get me wrong, it's not easy to get a fresh-squeezed spot out of a campaign that's already been through the juicer. But no one ever said advertising was easy. (No one in advertising, anyway). Nothing triggers a creative’s gag reflex like the latest incarnation of a campaign that should have been dragged out to pasture and shot point blank.
That being said, I'm not sticking a gold star on Johnnie Walker’s Keep Walking campaign. It's more cringe-worthy than not, especially when a talking reflection and stage-frightened musician get thrown into the mix. But this spot has one thing going for it. It serves as a helpful reminder that a well-traveled concept can be reborn. The delayed reveal and poetic copy provide freshness to an idea that's not ready for pasture just yet. Who knows, maybe it's just the copywriter in me. Either that or the alcoholic.
Client: Johnnie Walker
Agency: BBH
Production Company: Infinity Productions Ltd.
Director: Tom Hooper
Executive Producer: Mark Stothert
Producers: Charlotte Woodhead, Darren O’Kelly and Liz Browne
Post Production: The Mill
Editor: Tim Thornton
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