Campaign India Team
Aug 11, 2014

Johnnie Walker Blue Label highlights rarity with a wager

Watch the digital film conceptualised by Anomaly

Diageo has bought to India the global campaign for its premium brand of scotch – Johnnie Walker Blue Label. The campaign includes a digital film The Gentleman’s Wager featuring movie stars Jude Law and Giancarlo Giannini.
The six-minute film has been conceptualised by Anomaly (New York).
Law and Giannini are on a boat adrift on the sea sipping Johnnie Walker Blue Label. When Law says he wants the boat, Giannini tells him it isn't for sale. The latter informes him that it was built in 1928 by a famous Italian designer and is very rare. Law says that he doesn't want to buy it for money, but wants to win it ‘with a dance.’ Giannini gives in to the wager.
Law walks the streets of London wondering why he proposed such a bet, one that involved dancing. He starts preparations for the performance. Once he's ready, he sends Giannini an invite.
Giannini arrives at the venue, seats himself at a table, and is about to drink from a glass of Johnnie Walker when Law starts playing the piano he procured for the show. Soon, a bevy of women take stage along with musicians, and the room brightens up. Law joins the women in the dance. Giannini does not look too impressed. He is asked to join in the dance by Law. After some initial resistance, he joins the gang. The group has a great time dancing. Law and Giannini leave the venue dancing into the night.
The scene then shifts to day and back to the boat. It is revealed that Law has won the bet and now owns the boat. History repeats itself. Giannini states his intent to buy the boat. Law responds just as Giannini had when asked for the boat. Giannini replies that he wants to win the boat ‘with a story’. The gentlemen clink glasses to the next wager.
Bhavesh Somaya, marketing and innovation director, Diageo India, said, “We are delighted to be presenting ‘The Gentleman’s Wager’ film to the Indian audience.  To us, the cast of the film embodies the rarity that brand Johnnie Walker Blue Label stands for and celebrates, and Jake Scott’s seamless direction has showcased this beautifully. We believe in extending rare and exclusive experiences to our consumers through innovative platforms and the launch of this new film is another step towards this endeavour.”
Client: Johnnie Walker
Creative agency: Anomaly (New York)
Producer: Jules Daly, Tracie Norfleet
Executive producer: Winslow Dennis
Director of photography: John Mathiesson, Asc
Production designer: Joseph Bennett
Composer: Colin Smith
Writer: Mike Byrne, Dave Douglas
Campaign India