The latest Johnnie Walker Blue Label ad/campaign is a great example of masterful storytelling. Behind the appeal of Jude Law lies a well-crafted strategy aimed at reinforcing the luxury positioning of the brand. In this ad for its most premium products (Blue Label), Johnnie Walker is conforming to the new codes of luxury and behaving like a true luxury brand.
Let’s look at each of the frames/scenes in order to understand how this is done. While the film opens on a yacht in the middle of the sea to convey what seems to be a male bonding moment, this setting speaks to a notion of privacy that luxury consumers are moving towards. All throughout the film, there was no reference to a mobile phone or an electronic device, although it seems that the story was set in modern times. Privacy in an interconnected world has become a true luxury. Owning a yacht is no longer about the ostentatious splendor of traditional luxury, but more about seclusion and escape.
The notions of craft and craftsmanship are evident throughout the film. The yacht, Italian-made in 1928, is the first thread that speaks to this code. This thread continues with Jude Law’s visit to the tailor, as we see a hand-made suit being customized to his fitting along with a custom-designed shoe. Jonny Walker is here transferring these codes onto its own brand: in mastering a certain craft, precision and skill are quintessential. The rarity of these qualities elevates the value of the final product and reflects the beliefs of the brand.
The idea of secrecy is also subtly hinted at in a couple of scenes. While the tailor is presented as an undiscovered secret known only for the discerning, the setting chosen for the dance points to a level of confidentiality in the communal celebration. Giancarlo is lead into this place, not knowing what to find or look for, leaving him susceptible to surprise and discovery. He went in for an exclusive experience he knows will only be shared by a few; this ultimately heightens the appeal of the experience and makes it more valuable.
Appreciation of the authentic is well-carried in the scene where Jude discovers the old piano. While it is left in a dilapidated state, eaten by dust, Jude knows that good quality stands the test of time. So does good music. The retro music track also plays into this code as the singer, band, and dancers seem to come from a different era – an era that celebrates art away from the fame and glory of the artist. This cultural appreciation of art places the brand in an intellectual light, adding depth to what otherwise would’ve been seen as a profit-seeking business.
Speaking of money, there seems to be a clear notion of nobility threaded into the film. The two gentlemen rise above material things and compete with a certain civility no longer found in modern day. These values which define the gentlemen’s behavior are also part of the brand’s universe. A universe where winning is not a race to the top, demonstrative of economic power, but a successful pursuit of purpose. The end-goal is thus internalized, becoming more about self-progress than social progress. Finding satisfaction in learning and challenging oneself is therefore key to achieving success, which is what we see as Jude strives to learn to play the piano and perfect a few dance moves.
These codes have been well-translated into the content jointly developed for the partnership with Mr Porter. Whether it is a mixologist’s recipe demonstration or a friendly wager between a father and his son, the same codes are present throughout the films.
Jonnie Walker epitomizes the idea that luxury is no longer about ownership, but about experience. Notions of privacy, authenticity, craftsmanship, secrecy, and nobility all contribute to a priceless experience promised by the brand. The closer the brand gets to delivering these, whether in its products, services, or experience, the more coveted it becomes. Jonnie Walker succeeds in demonstrating this. While the brand varies its tone of voice and message with every product, this film ultimately drives equity for the mother brand, cleverly cementing its luxury credentials.