Johnnie Walker has drawn inspiration from American singer-songwriter Woody Guthrie for its latest spot ‘This Land’.
Created by Anomaly, the ad quotes Guthrie’s best-known song, ‘This Land is Your Land’, in both English and Spanish, in a bid to highlight the country’s progressive values.
Launched ahead of polling day, the campaign looks to spread a message of unity and inclusion as the spot opens with the text ‘only look back to see how far you’ve come’.
Speaking to the press, Johnnie Walker’s vice president of marketing, Stephanie Jacoby, said: “As we were developing the campaign, we felt strongly that the spoken lyrics of our anthem should be powerfully delivered, distinct and an authentic representation of America’s cultural diversity. We are proud that the lyrics are read in both English and Spanish, reflecting the mix of languages spoken daily in our communities.
“We hope our campaign ignites meaningful discourse on cultural diversity and how it adds to the rich fabric of America today.”
In addition to the full 90-second online version, Johnnie Walker is also running 30 and 60-second cut downs on TV.
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