‘Squid Game’ Pink Guards and Lil Dicky throw a holiday party with Johnnie Walker and Uber Eats

Lil Dicky and the Pink Guards from “Squid Game” are party animals in a new spot from Johnnie Walker and Uber Eats led by creative agency MA+ Group. Dave Burd, aka Lil Dicky, stars as an office worker attending a holiday party where Pink Guards abound. The party starts off slow, with Burd attempting to socialize with the mysterious and stoic Pink Guards. However, things pick up when they break out limited-edition Johnnie Walker bottles, each with a label sporting a number that corresponds to a different Squid Game player. The spot comes as Johnnie Walker is one of many brands to partner with Netflix for season 2 of “Squid Game,” premiering Dec. 26, creating a limited-edition bottle design, series-inspired cocktails and experiences. The limited edition collaboration is available on Uber Eats, offering fans an easy way to get their themed bottle for a “Squid Game” watch party or holiday hosting. “Especially now, as we're in gifting season, this is the perfect moment to [work with Uber Eats] and engage all those consumers that are passionate about ‘Squid Game,’” said Josh Dean, VP of Johnnie Walker and Buchanan’s North America. “We’re the No. 1 Scotch in the world, the most gifted in the U.S. And what better partnership than for the No. 1 global Scotch to partner with the most-watched series ever on Netflix, which was the first season of ‘Squid Game?’” Earlier this fall, Johnnie Walker launched 456 unique bottles correlating to the number of players in the game from the series. The whiskey brand’s Striding Man logo was also altered to show the special tracksuit from the show. To launch the campaign in October, Johnnie Walker held an in-person game of “Red Light, Green Light” in Times Square, where real New Yorkers (and Lil Dicky) played against “Squid Game” players. The idea is that fans can collect these bottles or search for numbers that mean something to them. The campaign between Johnnie Walker and Squid Game will be featured during Netflix’s Christmas Day coverage of the NFL game between the Houston Texans and Baltimore Ravens. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

‘Squid Game’ Pink Guards and Lil Dicky throw a holiday party with Johnnie Walker and Uber Eats

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