Creative > Ad of the Day

Ad of the Day

Johnnie Walker "The Walk"

Brand: Johnnie Walker Scotch Whiskey
Agency: Bartle Bogle Hegarty
Review Date: August 11, 2009

Bartle Bogle Hegarty recently unveiled a new Johnnie Walker ad starring Robert Carlyle that has been making creatives around the globe more than a little jealous. Not only has the London agency managed to yet again produce what is sure to be an award winner, it has done so without all the fancy embellishments often used to prop up and mask a thin concept. The five-and-half-minute tale detailing the journey of “The Man Who Walked Around The World” is truly a masterful production that demonstrates some agencies still know how to make a brilliant commercial with impeccable craftsmanship and storytelling skill and still manage to cram in enough product points to make any brand manager happy. (Adfreak’s David Kiefaber has already hailed it as possibly the best ad of the year: http://adweek.blogs.com/adfreak/2009/08/a-stroll-through-history-with-johnnie-walker.html.) Listening to a five-minute-plus monologue about the life of a whiskey brand is surprisingly enthralling thanks to Carlyle’s elegant delivery and the creative team’s restraint, including director Jamie Rafn of HLA, London, who captured the walk in one take. Props such as barrels on the side of the road accentuate key moments in the script and keep the pace moving along. –-Eleftheria Parpis

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Overall rating:
(3.2 ) Good

25 Comments
  • 1. CKindrick comments:
    August 28, 2009

    Great story. Length wasn't an issue for me because it was all entertaining and interesting. Beautifully shot, and so well written and acted. Bravo


  • 2. RyAd comments:
    August 21, 2009

    The imagery is captivating. Beyond the eye candy, I love how the brand found a way to "brag" about itself for over five minutes and make me want to hear it. Today, it's hard to listen to a brand talk for 30 seconds, let alone for a short movie. The charming copy and the stimulating visuals give off the feeling that he is talking to the listener. Everyone loves a success story after all. Well played Bartle Bogle. I have never heard of Johnie Walker Scotch, but you bet I'll try a sip next time!


  • 3. Sox comments:
    August 20, 2009

    Brilliant camera work. Brilliant acting. Simplicity at its best. And that's what advertising should be all about, right? Unfortunately I think there are many in our society that have been too damaged by the quick snippet garbage that has overwhelmed our society to truly appreciate this spot. With that said...Bravo to tha creative team.


  • 4. awful comments:
    August 14, 2009

    sure is a long walk for a ham sandwich. Whatever creatives are jealous, they should get their heads checked.


  • 5. Harry comments:
    August 14, 2009

    This is probably the longest ad I've ever seen, and I really loved it...I enjoyed the creative work of the agency and the great performance of Robert Carlyle...it's simple and effective . Cheers! Harry www.fb.ro


  • 6. Harry comments:
    August 14, 2009

    This is probably the longest ad I've ever seen, and I really loved it...I enjoyed the creative work of the agency and the great performance of Robert Carlyle...it's simple and effective . Cheers! Harry www.fb.ro


  • 7. cbm comments:
    August 13, 2009

    I love the brand and Scotland is my ancestral home (I've hiked that road I think), and yet I get nothing from this piece except a failed attempt at staged cleverness. But...if the target is a younger demo it may appeal to them.


  • 8. Raze comments:
    August 13, 2009

    As a Johnny Walker fan and advertising whatever, i would like to say great job - would cut about 2 minutes out to keep audience but would have difficulty finding areas to snip.


  • 9. Jealous Creative comments:
    August 13, 2009

    Congratulations. Very, very good.


  • 10. Mikko comments:
    August 12, 2009

    It is lovely. It is boring. Kind of like a long walk in the country.


  • 11. DJ comments:
    August 12, 2009

    Is that the director's cut?


  • 12. tmgmac@aol.com comments:
    August 12, 2009

    Brilliant. A great piece of branding. Unabashed salesmanship encompassing every aspect of the brand's DNA. Takes full advantage of removal of restrictions on spirits advertising on TV. Mike McDonald Co-founder, McDonald & Little Atlanta


  • 13. Bonnie comments:
    August 12, 2009

    Way too long!!! Blau, Blau, Blau


  • 14. jeff comments:
    August 12, 2009

    it's really good. a strong execution of the well tread one-take idea, a basic history narrative, and see/say props along the road. again, really good executionally, but not out of the park by any measure. i can only assume that whatever its intended use, there must be justification for its length, like maybe the "history" tab on the jw site or something, or the distillery tour.


  • 15. USA? comments:
    August 12, 2009

    Better than anything the United States office has done to date.


  • 16. JC comments:
    August 12, 2009

    Boring, boring, boring. But then again, I'm not in the target audience.


  • 17. Adman NY comments:
    August 12, 2009

    Amazing! Terrific job! Ignore any snarky comments from wannabees. Great spot from a great Agency and a great Brand.


  • 18. kd comments:
    August 11, 2009

    Fascinating story, beautifully executed. I was totally engaged. And I will now look at Johnnie Walker differently and maybe even try it even though I don't drink the hard stuff.


  • 19. Machinery comments:
    August 11, 2009

    Would have been better if it was 3:28.


  • 20. NY comments:
    August 11, 2009

    OMG ! 6.5 minutes of more agency ego @ play.BORING ! Have we not had enough of this 80's style ad making . Well executed for the Scots but seriously the yanks won't get it . It's like sending a Brooklyn AD to New Delhi to ask for a double bourbon on the rocks .So there goes that market down the drain . Another trophy try @ Canne next year I'm sure . Lets get past it all & try something ' INNOVATIVE shall we .I'm sure the client is running out of $$ to throw away of pure RHUBARB !


  • 21. HH comments:
    August 11, 2009

    God what a snoozefest. Who cares is right. Sheesh. And here I was ready to be dazzled. What does it say about our industry that some dude on a walk blathering on about a brand is brilliant. It's in the toi-toi. Lord have mercy. Dull, dull, dull.


  • 22. kilmarnock employee comments:
    August 11, 2009

    Pity DIAGEO dont take note of their own video,as they get ready to make 700 of Johhnie Walker Kilmarnock employees redundant.Johhnie Walker would not be so proud of what they have done to his KILMARNOCK whiskey today.


  • 23. DK comments:
    August 11, 2009

    6:28 minutes I'll never get back. Who cares?! Just because he's walking (yeah, I get it - that's your tag) and talking for 6:28 minutes straight past random props to his long-winded story doesn't make it entertaining. Not to mention, hard to understand what the hell he's saying. I'm sure the client loves it because they got to tell their company story. Every boring inch of it.


  • 24. Fantastic comments:
    August 11, 2009

    If BBH NY only had the ability and large idea Creatives to accomplish something like this the entire BBH network would be worth working with! Nice job.


  • 25. Wes comments:
    August 11, 2009

    It takes some incredibly captivating stuff to make a 6 minute video fly by like a 30 second spot. Well done!


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