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Oct. 30, 2012, 4:27 p.m. by Skin Flicks
Johnny Fearless for Jeremiah Weed Brew
Man and pet alligator’s loving relationship
Diageo is backing the UK launch of its new Jeremiah Weed Brew brand with a quirky new television campaign featuring a man and his pet alligator.
The campaign has been created by Johnny Fearless to build on the Jeremiah Weed Brew brand proposition: ‘It’s what it is’, create awareness of Jeremiah Weed Brew, and encourage people to try a completely different kind of drink, both in pubs and off trade.
The ad takes place in a world similar to our own, but not quite the same – a sort of Jeremiah Weed Brew World in Nowheresville, somewhere in the Mid-West. It’s a place that is quirky, real and full of character where everyone is at ease with themselves.
One of this world’s inhabitants, a young man, is shown going about his day with his best friend, who happens to be an alligator rather than a dog.
The man and his alligator like to play Frisbee in the park together and cuddle up on the sofa to watch TV, just like other pets would. However, the alligator reveals an unusual benefit not found in a dog – its teeth turn out to be a neat bottle opener for its owner’s bottle of Jeremiah Weed Brew. The ad finishes with the line ‘Can’t explain it. Best just enjoy it. Jeremiah Weed Brew: it’s what it is.’
View the spot below:
In spite of the challenges of working with an alligator, there is almost no post-production on the ad, everything was captured during the one-day shoot.
Paul Domenet, Executive Creative Director at Johnny Fearless, said: “Working with an alligator was a challenge. Their default setting is grumpy and they either do nothing or are terrifying. Even the shoot seemed to fit into the whole ‘can't explain it, just enjoy it’ nature of the Brand. We came out with a great film and all our limbs. Result.”
The campaign breaks on 1 November on television and in cinemas in Scotland, running for a month, as well as digitally across the UK.
There are two kinds of Jeremiah Weed: Jeremiah Weed Root Brew, which has a hint of ginger; and Jeremiah Weed Sour Mash, which is brewed with a hint of bourbon. Both drinks are designed to be served in a jam jar over ice.
Credits
Agency: Johnny Fearless
Creative Director: Paul Domenet
Copywriter: Paul Domenet
Account Executive: Emily Pointer
Agency Producer: Christian Lobo
Director/ Production Co.: The General Assembly/Skin Flicks
Producer: Christian Lobo/Chris Massey
Editor: Benjamin Nussbaum
Post Production: Big Buoy, London
Sound Design: Care of Scramble, London
Typographer: TAG
Media: Carat
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