Irish whiskey brand Tullamore Dew champions the ways in which “blend” makes the world a more interesting place–and it’s not only talking about blended whiskey. The campaign also addresses the topic of immigation–with TV, and, in what seems to be a growing marketing trend, with DNA testing kits that allow people to find out more about their heritage.
To illustrate how Tullamore is one of the only Irish whiskey brands to use a triple blend of all three types of the liquor, the campaign includes two spots that center on blended cultures and diversity.
A one-minute spot, seen here, makes a rather politically charged point about immigration. With the title “No Irish Need Apply,” it boldly addresses the history of Irish immigration to the U.S. “Who built the bridges and scraped the city skies?” asked the barman, remembering the times when landlords would regularly advertise “No blacks or Irish” for tenants. “Blend is the backbone of this place,” he goes on to add, and raises a toast to the “beauty of blend” as he sits down next to his wife, who sits smiling off to the side, and who also happens to be black.
Read more at Creativity-Online: http://creativity-online.com/work/tullamore-dew-no-irish-need-apply/52728
Ad From Brazil Encourages a Millennial Audience to Forge Their Own Path.
A new campaign for Johnnie Walker in Brazil features the first-ever female main protagonist for the brand, as it aims to bring its “Keep Walking” platform to a younger millennial audience.
A TV ad by Crispin Porter & Bogusky Brasil fronts the campaign. It features a series of young characters, each traveling solo in glass-fronted train carriages across a bleak landscape. As the train progresses, we see the young woman imagining herself trapped in a metaphorical prison. She manages to derail her car, stepping confidently away to forge her own path to the tagline, “The next step is inside you.”
Read more at AdAge: http://creativity-online.com/work/johnnie-walker-brazil-railroad/52432
Brown-Forman Tequila brand el Jimador has named Louisville, Kentucky agency Scoppechio as its agency of record.
“The tequila market is growing internationally and here in the U.S. at a healthy pace,” Scoppechio CEO Jerry Preyss said in a statement. “We’re delighted that Brown-Forman selected us to help them realize their fair share of this growth. We feel el Jimador in particular has a tremendous upside for the business, given its strong heritage and popularity in the Hispanic community, with the potential to extend that into the mass market.”
Read more at Agency Spy: http://www.adweek.com/agencyspy/kentucky-agency-scoppechio-named-aor-for-el-jimador-tequila/135179