Above the fray in every way, this powerful anthem from Johnnie Walker beseeches our torn country to “Keep Walking America.”

Above the fray in every way, comes this gorgeous film celebrating America’s ideals and spirit, words eloquently written by Woody Guthrie expressed through the voice of a Latin American.

Yes, it’s a political message, stoically defending our diverse country of immigrants in the face of fear mongers like Donald Trump. (Building a wall against these people –all people- is indefensible.)

And yes, of course, it’s a commercial for Johnnie Walker Scotch Whiskey. And so what if it is? This does not lesson the “message” in any way. Sharing a well-earned drink among good men is a wonderful thing. A grand film sponsored by a proud spirit is not a sin. Here the advertiser is a patron of the arts and we are better for it.

But it’s more than that. This short film is an anthem for our time – for all time. Indeed, many of the images depict an America we know, remember or, failing that, at least mythologize. Strong men and women moving forward. Persevering. Getting the job done. Celebrating together. That most if not all of the people in the film are Latino changes none of that. As intended, these iconic portrayals of farmers and workers and parents are only intensified emotionally by them all being Latino.

Taking the high road and not stumbling into treacle is no easy feat. Like the characters it portrays this “commercial” never falters. The care put into its production (casting, audio, video, editorial, etc.) is impeccable. His politics aside, if you told me Clint Eastwood directed this piece I would have believed you. Such are the production values.

With stewardship from various agencies (in this case Anomaly), Johnnie Walker has been doing a marvelous job delivering powerful stories toward their longtime theme, “Keep walking.” And this small masterpiece is no exception.

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Death & real life: Johnnie Walker “spec” spot gamely walks through advertising’s biggest taboo.

I keep ruminating over this film for Johnnie Walker the way one might ponder a glass of scotch itself. It’s that good, completely deserving of Adweek’s hyperbolic praise. Maybe it’s even better than the Cannes winning “Keep Walking” film done a few years ago by advertising giant, BBH London -attached below. Pitting the two is perhaps insulting to both. Still, the fact that the newer piece is a spec film made by a pair of film students, Daniel Titz and Dorian Lebherz is truly remarkable. Everything about their film is done with grace and beauty. I hesitate to even call it a “spot.”  This is a statement piece, for them and the brand. Clearly, these two young men have old souls. Brave ones, too. Blessedly unaffected by the myriad politics of Adland, they merely did the right thing. Oh, were that it were!

Scotch whiskey has always been known as a thinking man’s drink. It has depth and character best appreciated by sipping. This differentiates the liquor from most other spirits. Unfortunately, this difference is seldom romanced by the advertising industry. Instead, we get endless variations of people having a good time. While in some portrayals the partying around whiskey may be more uptown it’s still partying. Advertisers are hell bent against exploring deeper truths about these brands for fear of coming off as old fashioned, melancholy or maudlin. Drinking alone was and is considered verboten for 99% of all spirits’ advertising. Likewise, men drinking without women (or vice versa) is almost as taboo. And so on. In Adland, solitude means loneliness and depression. God forbid a gentleman has a neat drink at twilight. Next, he’ll be reaching for a gun!

I know of what I speak. As a creative at Leo Burnett, I worked on Johnnie Walker Black Label and Red Label. I was thrilled to have written and sold the campaign, “Welcome to Civilization.”  But Lord, what an uphill battle. Alex Bogusky considered it the best thing in my portfolio. Probably because it went deeper. Though not as deep as what we have here.

In this film, two young men –brothers- return their father’s ashes to the sea. In the process of their journey, they share a glass and toast the departed. By no means are they whooping it up. But they’re not crying or miserable either. They are celebrating a good life and yes, a good death.

The kiss of death? Hardly. Even if its topic is an ending, there is something deeply life affirming about this story. These young men are graceful and true men, doing something wonderful. And in doing so aren’t they just extensions of their father – a man who obviously taught them well?

This is the very best thing a spirit can be a part of. Not the dumbass partying of frat boys looking for a good time but a reflection and celebration of a life well lived. It’s easy to blame brand managers and the like for insisting on “happy” and “fun.” But I actually think we are all culpable. Quiet moments, especially the quieting of life, are topics we constantly push aside, mostly out of fear. Advertising yields to this fear like butter to a knife.

But this “commercial” gamely looks right at death and in turn reaffirms life. Finally, I should add that though the script is lyrical and stunning, it is also hard working copy, seamlessly integrating the brand’s longtime theme, “Keep Walking” in a way that elevates it like never before.

After 15 years, Johnnie Walker takes hike from the very agency that took it from us! My unique perspective…

Above tweet says it all (plus love from Stu!)

After 15 years, Johnnie Walker (Diageo) is leaving its incumbent agency, the much-heralded BBH, for Anomaly. That’s a big deal for two reasons. First off, fifteen years is a long-ass time for any client to stay with an agency. The other reason is over those years, Johnnie Walker & BBH mined plenty of marketing gold together; its theme, “Keep Walking,” reached a zenith with The Man Who Walked Around the World, featured below…

Clearly, it’s a great piece of work, the resounding bag pipes indicative of the beautiful music these two companies made together.

But, you know, I have a special perspective.

Fifteen years ago, I was copywriter and fledgling creative director at Leo Burnett in Chicago, on the Johnnie Walker business. During that time I produced two campaigns for the portfolio: “Seeing Red” for Red Label and “Welcome to Civilization” for Black Label.

While we were proud of those efforts, Diageo ultimatel put the global account in review. In an epic cluster f-ck we lost the business to a most-worthy opponent, BBH. Sir John Hegarty (is he a Knight?) lead his agency’s efforts and, being a UK run pitch, it’s safe to say we had no chance.

Still, we fought like hell. And, without bitterness, I like to think we came up with a campaign as good as anything BBH did. Their idea, as I mentioned above, and everybody in advertising knows, was “Keep Walking.” Our line: “Walk the Walk.”

Obviously, we were working from essentially the same strategy. If you’re taking notes the tip of our strategic spear was “masculine progress.” The wordplay with Walker was impossible to resist.

Regrettably, I didn’t save our spec work. But like BBH, a key part of the launch campaign featured JW’s iconic walking man logo. Which line do you like better? My opinion, one could make a case for either. Alas, our case would not be heard.

“Keep Walking” vs “Walk the Walk”

And now Johnnie is walking… away…again