Johnnie Walker

Some time ago I wrote about the brilliant Johnnie Walker ad, 'The Man Who Walked Around The World'. The spot, starring Robert Carlyle, is perhaps one of my favourite ads ever. The concept is clean and fresh. The copy and dialogue is succinct and to the point. The overall effect, though expensive and less than easy to create, is one of utter ease. Carlyle is effortless and the ad feels like it could have been shot by him alone one Sunday in the Highlands.

This is the ad...

Last week Johnnie Walker released a new ad for the Brazilian market. This is the ad...

This ad is contrived, filled with poor acting and lacking any sort of connection with the brand, in my honest opinion. I don't understand how a brand could have come so far, in the completely wrong direction. There is nothing about this ad that I like. It does not make me think of the brand heritage, it does not make me think about the natural ingredients and processes that go into its making, and it does not make me even slightly want to drink Johnnie Walker.

I don't know what you did but it is all wrong.