Johnnie Walker's explosive move for China

Creative agency Love has continued its work with Diageo whisky brand Johnnie Walker Black Label, with an eye on growing the brand in China.Working with British film director Jake Scott, the TV advert, filmed in Bangkok, sets out to capture the bold flavours of Diageo’s best selling whisky and features a “symphony” of exploding fruits, spices, flower petals and billowing smoke. The iconic Striding Man is again at the heart of the narrative.Being launched this month in China, the TV ad is part of a wider campaign to engage with a youthful Chinese demographic and introduce them to Black Label as a premium brand with complex flavours; other cities will be targeted next year. The 60, 30 and 15 second TV spots are being supported with outdoor advertising.Wynn Zhang, Johnnie Walker senior brand manager, said the tier 2 markets are really important for the Johnnie Walker brand."They are huge in terms of consumption," he said."People there really want to know what is whisky, what is Johnnie Walker about. So this is our objective."Mark Williams, creative director of advertising at Love, added the agency was keen to bring the concept of the big bold flavours to life and wanted to film the ad in real time without the use of CGI.“The advert also presented us with an opportunity to place the Striding Man – the embodiment of Johnnie Walker - in a social setting. So, he’s at the centre of the commercial, but he still keeps his anonymity and a sense of mystique.”CreditsClient: DiageoAgency: LoveDirector: Jake ScottProduction company: Ridley Scott Associates, LondonPrint photography: John Ross, Ross PhotographyShare your latest work with us here.