Johnnie Walker Blue Label launches six-minute cinema advert, with TVC

"This is the brand's first long-format luxury content, which was directed by Jake Scott and stars Oscar nominees Jude Law and Giancarlo Giannini," explains Thandeka Ngqumeya from brandhouse. "The brand's global team created two pieces - 30 seconds and six minutes. The key objective of these innovative pieces was to show how one can make progress even when has it all, in an entertaining manner within the context of craftsmanship and rarity."

"The 30 second creative was placed on television to build reach and increase brand saliency and awareness of JW Wager, to drive consumers to watch the full six minute piece on YouTube," says Antoinette Van Der Plas from Notabene.

"Cinema was recommended due to the medium's high impact, enabling us to utilise the full six minutes. Cinema also allows a targeted approach in terms of consumers."

From a media point of view, the brand's team believes that cinema is an innovative medium, especially to communicate to the public the notion of a gentleman's wager versus a bet. They are also using television integration content, television and social media to emphasise what wager stands for.

Watch the advert below