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An email exchange between JC our Planner and Al our copywriter regarding the new Johnnie Walker film. Gives you an insight to how we roll. Read top to bottom.

From: Johnnie Campbell <johnnie@gravitythinking.com>

Date: Wednesday, 30 July 2014 17:08

To: Ideas Gravity Thinking <ideas@gravitythinking.com>

Subject: Johnnie Walker 'Gentleman's Wager'

Follow up to the trailer vid released a few weeks back:

http://creativity-online.com/work/johnnie-walker-blue-label-the-gentlemans-wager-full-version/36600

Good in places, but quite underwhelming overall in my opinion. I’m not quite sure how they are going to sustain this format either…

What do you think?

Johnnie Campbell

Digital Planner

From: Alastaire Allday <al@gravitythinking.com>

Date: Wednesday, 30 July 2014 17:14

To: Johnnie Campbell <johnnie@gravitythinking.com>, Ideas Gravity Thinking <ideas@gravitythinking.com>

Subject: Re: Johnnie Walker 'Gentleman's Wager'

Yeah, I sent this round earlier today… I've seen it re-tweeted and praised quite a few times although my twitter feed is quite industry-heavy, so possibly to be expected.

The general consensus seems to be that people like it but I'm not convinced. Six minutes feels like an awfully long time for a brand to ask for and I definitely don't feel as if the video was compelling enough, plot-wise, to keep me involved. Then again I don't like dancing or Jude Law.

I know it's branded content, but the product placement felt a little heavy handed, almost as if they couldn't figure out what to do with the JW Blue — if you compare it to the Wes Anderson Prada stuff it just isn't in the same league. And what do you take away from this? That JW Blue is the 'premium' expression? Why? Because it starts with Jude Law on a yacht? All a bit heavy handed.

I did think it was interesting the way they had a tie-in with Mr Porter. Something I suggested as a possibility for the Glenfiddich summer brief ('summer style').

Thanks,

Alastaire

From: Johnnie Campbell <johnnie@gravitythinking.com>

Date: Wednesday, 30 July 2014 17:26

To: Alastaire Allday <al@gravitythinking.com>, Ideas Gravity Thinking <ideas@gravitythinking.com>

Subject: Re: Johnnie Walker 'Gentleman's Wager'

Ah….It seems I completely ignored that email earlier. Ignore me then.

My 2 cents:

Yes, I agree with the heavy-handedness on all counts. I do think Jude Law and yachts appeal to the JW target though…

Also agree that it’s a fisher-price equivalent to the Prada + Wes Anderson film. But is this a premium vs. luxury argument?

The third party brand partnership was a bit lost on me if I’m honest. But I did notice the clothes.

I think they had the idea right, but it lacks a bit of executional sparkle to delight me.

Johnnie Campbell

Digital Planner

From: Alastaire Allday <al@gravitythinking.com>

Date: Wednesday, 30 July 2014 17:34

To: Johnnie Campbell <johnnie@gravitythinking.com>, Ideas Gravity Thinking <ideas@gravitythinking.com>

Subject: Re: Johnnie Walker 'Gentleman's Wager'

Yup. That's exactly it, it lacks a certain 'sparkle', it feels wooden and heavy, lacking in magic.

I hate to say it because it's become such a buzzword but when you have six whole minutes, I think you need to tell much more of a story… if you remember those Jameson 'first shot' videos we watched that were about the same length you had some absolutely awesome storytelling taking place in that length of time. With the JW blue video I was bored after the second minute, I didn't feel it was a well written or engaging script. It was paper thin.

I think Johnnie Walker have a habit of overly relying on borrowed interest from celebrity characters, while with Prada having Wes Anderson on board was integral to the direction and mood of the piece, having Jude Law adds nothing other than 'look, we could afford Jude Law'. Similar to how they use Christina Hendricks to promote JW Black.

Anyway, TL;DR, it's no 'Man who walked the world'.

Wonder what their budget was? Imagine what we could do with a budget like that…

Alastaire

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