Chinese television will be gifted a new Johnnie Walker Blue Label advert in an up-and-coming promotion in the Far East.
Conceptualised by British-based Love agency and directed by Zoe Cassavetes, the ‘True Rarity’ advert features a rare exotic cat strolling through a deserted cityscape and will be played in 30 second and 60 second adverts in the coming months.
Love’s Mike Hughes, who headed up the creative on the campaign, said: “We wanted to create an emotionally engaging film that would position Johnnie Walker Blue Label as a luxury brand.”
Agency account director Caroline Whittaker said: “Traditionally Blue Label would have been considered a masculine drink but increasingly it resonates with a mixed audience. This latest campaign provides a new approach and reflects this change in direction.”
This advert will initially air in China but it is said it could be rolled out elsewhere in the world later this year.
Johnnie Walker Blue Label is one of the most exclusive whiskies created by Johnnie Walker with only one in every 10,000 barrels selected to be a Blue Label.