By The Drum Team | Editorial

November 1, 2012 | 2 min read

For the UK launch of its new Jeremiah Weed Brew, Diageo has released a quirky television campaign starring a man and his pet alligator.

Created by Johnny Fearless the advert builds on the Jeremiah Weed Brew brand proposition: ‘It’s what it is’, and hopes to encourage people to try the drink both on and off trade. The ad takes places in Nowheresville, somewhere in the Mid-West, a place that is quirky, real and full of character where everyone is at ease with themselves.

One of the town’s inhabitants is a young man and his best friend, who just happens to be an alligator rather than a dog. The man and his alligator like to do all the things normal pet owners would, from playing Frisbee to cuddling on the sofa. However, the alligator reveals an unusual benefit in the end – its teeth turn out to be the perfect bottle opener for Jeremiah Weed Brew.

Executive creator at Johnny Fearless, Paul Domenet, commented: “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 runs from today on television and cinemas in Scotland for one month, as well as digitally across the UK.

Diageo Drum News UK

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Johnny Fearless

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