Make a manifesto ad. No wait, make it a product ad. Wait, do both in one ad. Wait, make it fun to watch. Cool, watch.
As the first Johnnie Walker Global campaign in over 8 years, this anthem film had to thread many needles: a) remind people why Black Label is a great whiskey, b) get across the Scottishness that’s distilled into every glass, and c) make it actually entertaining.
I concepted and wrote this spot from scratch, which ended up launching a multi-year campaign that lived on for the brand well after I left the agency.
Welcoming new Americans with “Keep Walking America.”
The “Keep Walking America” campaign reminded Americans that a myriad of immigrant voices make up this fine country, not just those that were lucky enough to be born here.
We were briefed to make product ads. But even product ads can serve a bigger purpose than just boosting sales. Our spot “Citizenship” embodies that mission, which started as a simple drink shot, but tests Americans’ knowledge of their own history while celebrating the perseverance of immigrants on their journey to become US citizens.