12 years is a long old time. Particularly if you're a millennial, like the young Scottish woman who narrates the new spot by Johnnie Walker, inviting viewers to remember the past 12 years of their life.
The spot impresses home the message that Johnnie Walker Black Label takes 12 years to perfect by making that exact timespan its focus. With its images of a wedding, adventurous traveling and and talk of "choices you've made," it seems aged at a young audience, or at least thirtysomethings who have come through their twenties and are now "ready for the next 12," rather than an older audience looking back on their life. It's an interesting strategy to attract new whisky drinkers to a brand that's all about ageing and waiting, rather than YOLO hedonism.
Kiku Ohe at Superprime directed the spot, for Anomaly New York.