Love creates new TV ad for Diageo's Johnnie Walker Blue Label
Manchester agency Love has revealed its latest work for Diageo - a TV campaign to promote Johnnie Walker Blue Label in China. The 60 and 30-second 'True Rarity' commercials were directed by American film director Zoe Cassavetes, who is also known for her commercial work with luxury brands Louis Vuitton and Miu Miu. Love developed the concept, wrote the script and provided the creative direction for the ads which will air initially in China. The ads feature a rare white tiger and aim to reflect that only one in 10,000 casks are hand-selected to create the Blue Label whisky. Love's Mike Hughes, who headed up the creative on the campaign, said: "We wanted to create an emotionally engaging film that would position Johnnie Walker Blue Label as a luxury brand." Agency account director Caroline Whittaker added: "Traditionally Blue Label would have been considered a masculine drink but increasingly it resonates with a mixed audience. This latest campaign provides a new approach and reflects this change in direction."