Spotlight

By Published on .

Marketer: Diageo

Agency: Bartle Bogle Hegarty, Singapore

With Johnnie Walker anything is possible, even (computer-generated ) snow in the tropics

[Bangkok] Diageo brought snow to Bangkok, one of Asia's steamiest tropical cities, to support Johnnie Walker's global brand message of personal progress, determination and success. A hip TV spot called "Winter in Bangkok" reaches out to Red Label's target market of young, affluent consumers with a story about a young Thai man who challenges conventions. He perseveres to do the impossible-make it snow in Bangkok.

Publicis Groupe-backed Bartle Bogle Hegarty's original thinking about Johnnie Walker's brand message includes a global spot from London about a tree that appears to uproot itself to follow its own cross-country dream (AA, Nov. 15).

In an interesting twist, the Thai spot features a real Thai creative, Veera Sae-Ueng, who runs Digital Magic Effect, a leading Bangkok post-production house. He stars in the ad and his company handled the computer graphics animation.

The film opens with a well-dressed man in winter wear walking around famous Bangkok landmarks, such as the Democracy Monument and the Rama VIII bridge, amid a heavy snowfall. Walking along frosty streets, he remarks, "Everyone said it was impossible. Especially in Thailand, forget it."

Back in his studio, he says, "But I don't believe in impossible. It's just more of a challenge." He steps out from behind the blue screen on which the graphics were superimposed and is identified as Mr. Sae-Ueng, a savvy Thai professional whose creativity and professional success resonates with young upscale Thais. The spot ends with the tagline, "Impossible is only a state of mind. Keep Walking. Johnnie Walker."

Media for the spot, running in Thailand through the end of 2005, was handled by GroupM's Maxus Global division within WPP Group.

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