Johnnie Walker and BBH have refreshed their "Keep Walking" campaign with a new spot urging people to "keep walking" to their future success despite the trials of today. With a brief to rief revitalize "Keep Walking" for a new generation of drinkers, the spot, directed by Fredrik Bond through Sonny, takes the form of a message from the future from an older man to his younger self. Set to the aggressive techno beats of "Pursuit" by Gesaffelstein, the spot flashes between various downtrodden or put-upon workers, cut with shots of Bangkok and Sao Paolo, while a voiceover urges the younger self to keep going and fulfil his potential. The ad has a distinctly more youthful feel compared to some of the brand's notable past work, known for its classic storytelling and fantastical scenarios.
Print executions (see below) take the same theme --for example, Formula One racer Jenson Button is shown with the caption "Failed driving test? Keep Walking," Las Vegas is pictured with the caption "Desert" and Chelsea manager Jose Mourinho has "P.E. Teacher" printed across has face.
The campaign also includes a Tumblr site, #NextStep, curating inspiration from around the world
The work, which spans TV, Outdoor, Press and Digital, will launch first across Latin America and the Caribbean, before rolling out to other markets including Eastern Europe and Asia Pacific.View related images here.