By Angela Haggerty | Reporter

December 16, 2013 | 2 min read

Johnnie Walker Black Label is set to launch its latest advert in China this month after agency Love worked with British film director Jake Scott on the ad in Bangkok.

It features a “symphony” of exploding fruits and spices to reflect the ad’s focus on the bold flavours in the Diageo brand, and it feature ‘Striding Man’, introduced as an ad character by Love last year.

Mark Williams, creative director of advertising at Love, said: “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.

“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.”

The ad is part of a wider campaign to attract a youthful Chinese demographic and it will roll out to other cities next year.

The ad comes in 60, 30 and 15-second TV spots and they are being supported by outdoor advertising.

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