What kind of image would a liquor merchandise want to give its consumers? Heineken puts down its competitors by visualizing its slogan: “Refreshes the parts other beers cannot reach”; while Hennessy plays on being the favorite among hip and elegant yuppies. My encounter with Johnnie Walker, though, goes back to almost a decade ago…
It was the time when Harvey Keitel was the face of Johnnie Walker, the whole world recognized it as the famous drink from the “Keep Walking” campaign. In Taiwan it’s the same story. From the “KEEP WALKING Fund” project to the inspirational Tommy Chen and Wei Te-sheng, people love stories of these every-day heroes. Similarly, Johnnie Walker has erected its image has a drink for the everyman–from a middle class man to the upper class youth–a hint of a dream coming-true is reflected from the drink in hand.
Around eight years ago, the Taiwan branch of Johnnie Walker introduced the “Keep Walking” image as it’s conceptual tag as well. As most Taiwanese consumers were already aware of Johnnie Walker, yet it fell into the category of cheap whiskey in the conscious of the majority. Because lacking the suggestion of being luxurious, it was an unlikely choice when people wanted to get something classy. The advertising agency and its clients then started building the image of “dreams” and extend the message of “Keep Walking” as to change the current image. Various attempts were made in its commercials in the hopes of creating a new “Johnnie Walker”.
The first TVC was presented to us by the agency with a modernized theme of the Western “Keep Walking” concept: Running into an old friend who triggers fond memories of the good ol’ days (with a bottle of Johnnie Walker), and then walking on into the crowd, back into reality. The skit was intended to last only a couple of seconds. My job on set was then to… protect all the whiskeys! ! ！ ！ ！ Why, you ask? It was, of course, part of my job as the executive producer, including prop management, camera placement, script confirmation etc. I also needed to make whiskey refills, and keep the beetle nuts flowing for the lighting crew. On the first day of the shoot, though, two of the most expensive whiskey bottles miraculously vanished. The producer totally flipped! He ordered me to put everything aside and keep an eye on the booze then after. All the staff members and the extras were guilty as charged. Every couple of seconds, they “kept walking” around me in attempt to slip a bottle under their jackets. Staring down at those 11 boxes of free drinks, I started thinking about actualizing my dreams, too, and popped a bottle open. Yes, I have sinned, too! Ha ha! (The next day I had to compensate by buying another one to set.)
Today’s topic is not about my crimes, obviously. The question remains: how do you visualize the concept of a dream coming-true? First of all, in terms of cinematic expression, it has to be abstract. Of course there will be flashbacks involved (memories), as well as visions of the future (dreams). That is to say, there will be a lot of lighting, backlighting, contrast, and bright lights. Then there needs to be a catchy slogan, witty lines between the actors, and a suggestion to consumers of “characterization” (which finally comes down to my point! Hurray!) 。
When I was part of the team for the Johnnie Walker TVC, we landed an amateur actor for the role and intentionally made him a strong associations to the “upper class” elites, who might have once been a reckless youth in his past. He looks at his surfing pictures and ponders on his dream at that time, and what he is after now. We thought that this would be appealing to our consumers, and reflect what they secretly want for themselves, too. This year, in Tommy Chen’s TVC, his own voice is heard, aside from all the elements mentioned earlier. He is not only the face of the campaign, but also a consumer, now, talking to himself about achieving his dreams. Chen states his doubts, determinations, giving-up, and finally, his choice to move forward, and shares to the audience how he, as a person, voices himself.
The emotionally-charged “characterization” in this TVC really gave me goosebumps. This makes me want to pour a glass myself, (peering at my wife). At thirty-six years old, where have my dreams gone…
Source:
Johnnie Walker Taiwan Facebook Fanpage
https: //www. facebook. com/lists/274053402613268#！ /JohnnieWalkerTaiwan？ fref=ts
Johnnie Walker Taiwan Official Site
http: //www. johnniewalker. com. tw
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About the author
Bruce
International advertising producer, movie publisher, and theater publicist. Enrolled in the DY&R Wunderman Script-writing team, a film director for Gamania productions, and the Section Manager of the Product Development Dept.
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