John Eding, Creative Director
Mike Colt, Group Creative Director
Bob Wyatt, Art Director
Tom Coleman, Copywriter
Robert Whitman, Photographer
Tony D'Orio, Photographer
Leo Burnett USA faced culture clash in creating the new campaign for United Distillers' Dewar's scotch.
Not only did it have to sell a very American campaign to a very British company, the ads had to convince young adults to refine their drinking habits.
"It's tough trying to convince 22-to-35 year olds this scary brown stuff their fathers drink is something" for themselves, says Copywriter Tom Coleman.
Running primarily in younger-skewing magazines including Details, Genre, Interview, Playboy and Rolling Stone, the campaign focuses on the changes in taste from adolescence to adulthood: heavy metal to classical music, movie adaptations to original novels and rowdy keg parties to elegant brunches.
"We want to show that it's fun to grow up and mature in taste," explains John Eding, creative director.
However, the creative team says the biggest challenge was overcoming cultural barriers when presenting the campaign to Dewar's.
Spread shows a page from an old yearbook with students sporting '70s hairdos, wide lapels and huge collars. "Being British, [Dewar's executives] didn't even know what a yearbook was," says Mr. Coleman.