Jim Beam Celebrates Bar Singalongs With 'Genuinely Optimistic' Campaign

The work by Leo Burnett also introduces a refreshed visual identity from Turner Duckworth

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Drinking during the Covid-19 lockdowns was often a solitary affair or involved toasting a computer screen in scheduled virtual happy hours. Jim Beam is urging drinkers to return to the spontaneous fun of socializing at a crowded bar with its new “People Are Good For You” campaign.

Created by Leo Burnett and directed by Noam Murro, the spot shows a bartender pouring Jim Beam while his patrons sing and dance to Neil Diamond’s “Sweet Caroline.” A lone woman walks through the door and appears surprised and delighted by the fun she can join.

“Jim

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in