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Jake Scott Directs Explosive Johnny Walker Spot

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LOVE and RSA create Black Label spot for Asian market

Jake Scott Directs Explosive Johnny Walker Spot

Creative agency, LOVE, has just finished working with British film director, Jake Scott, on a vibrant new TV advert for Johnnie Walker Black Label. Filmed in Bangkok, the advert sets out to capture the big bold flavours of Diageo’s best selling whisky and features a “symphony” of exploding fruits, spices, flower petals and billowing smoke. The iconic Striding Man - introduced by LOVE as a contemporary character last year - is at the heart of the narrative once again.


JWBL 60sec LOVE from LOVE. on Vimeo.

Being launched this month in China, the TV ad is part of a wider campaign to engage with a youthful Chinese demographic and introduce them to Black Label as a premium brand with complex flavours; other cities will be targeted next year. The 60, 30 and 15 second TV spots are being supported with outdoor advertising.


Mark Williams, Creative Director of Advertising at LOVE says: “We were really keen to bring the concept of the big bold flavours to life and wanted to film the ad in real time without the use of CGI. Jake got this straightaway and his treatment felt almost symphonic - as he describes it “soulful’ - and it worked really well for us.


JWBL Behind The Scenes LOVE from LOVE. on Vimeo.

“The advert also presented us with an opportunity to place the Striding Man – the embodiment of Johnnie Walker - in a social setting. So, he’s at the centre of the commercial, but he still keeps his anonymity and a sense of mystique.”


Agency: LOVE

Director: Jake Scott

Production company: Ridley Scott Associates, London

Print photography: John Ross, Ross Photography

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RSA Films, Tue, 17 Dec 2013 11:37:10 GMT