Fri, 05-Dec-2008
New Johnnie Walker TVC features golf stars
Published: Dec 05, 2005
Singapore - BBH Asia Pacific has developed a regional TVC for Diageo scotch whisky brand Johnnie Walker, leveraging on the brand’s flagship golf sponsorship in Asia, the Johnnie Walker Classic. Starring two golf icons -- Adam Scott and Paul Casey -- the TVC also builds on the brand’s series of ‘Keep Walking’ executions, which include ‘Baggio’ and ‘Fish’. “Golf and scotch whisky are arguably two of Scotland’s greatest gifts to the world, and the message at the heart of the Johnnie Walker brand -- Keep Walking -- embodies the same core values of personal challenge, resilience and persistence,” commented Ajay Asrani, Regional Brand Director for Johnnie Walker on the connection between golf and the drink. “All golfers strive to improve their game, thus there is a natural link between the world of golf and the world of personal progress as embodied by our brand.” The commercial opens with Scott and Casey practising their swings on a golf course. Bored, Scott tosses one of Casey’s balls into the rough and throws down the gauntlet for a totally new “ball game”. Each player then proceeds to push the envelope with increasingly challenging shots -- hitting the ball while perched on the branch of a tree, balancing on cocktail tables and standing next to an aggressive looking alligator. Targeted at 25 to 35 year old males who are just starting out in their careers, the Starcom-placed TVC started airing end-November on STAR Sports. “Golf is an aspirational sport in Asia, especially among up and coming young professionals,” added Charles Wigley, Chairman, BBH Asia Pacific in a statement. “By featuring two of the biggest names in the business and demonstrating their hunger to keep on improving their game, we hope to inspire young Asian men to keep on bettering themselves, just like the two golf icons.”
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