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.

Let me create uplifting content for you: https://steffanwork.wordpress.com/

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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.

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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.

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“Keep Walking” vs “Walk the Walk”

And now Johnnie is walking… away…again