Jim Beam Celebrates Bar Singalongs With 'Genuinely Optimistic' Campaign

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

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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.




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