Scotch whisky brand Johnny Walker has launched the largest marketing campaign in its history with ‘Joy Will Take You Further’, an evolution of the of the drinks brands ‘Keep Walking’ campaign.
Launching simultaneously in over 50 countries the piece is based on fresh insights into how success is viewed by today’s consumers, promoting the concept that joy in the journey of progress is part of the recipe for success.
A star studded cast includes the likes of actors Jude Law and Zhao Wei, F1 champ Jenson Button, US rock band OK Go and Mexican supermodel Montserrat Oliver.
Syl Saller, chief marketing officer, Diageo, owners of Johnnie Walker, said: “I am hugely excited about the potential of this new campaign to drive Johnnie Walker forward to the next decade of growth. It is rooted in deep consumer insight and tells true stories of people who have truly walked with joy. At Diageo, we believe in building brands with purpose - meaning that goes beyond product benefits - and this is a great example of an incredibly strong idea that is brought to life with outstanding creative.”
The new television commercial has been developed in partnership with the brand’s global creative agency, Anomaly, and will be joined by print and digital advertising, point of sale materials and digital content.