Set to the contagious tune “Sweet Caroline” by musical artist Neil Diamond, this spot for Jim Beam bourbon leans directly into the brand’s campaign ethos that people are good for you. The ad captures a moment of human connection by showcasing a community united in a spontaneous moment of joy as people in a bar come together to sing “Sweet Caroline.”
The commercial was directed by Noam Murro of Biscuit Filmworks for Leo Burnett Chicago.
“Jim Beam’s new platform gives fresh energy to the point of view that’s always been at the core of this iconic brand’s DNA: People are good for you,” said Britt Nolan, president and chief creative officer of Leo Burnett. “We’re very proud to put work into the world that’s genuinely optimistic and uplifting.”
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Credits
Client Jim Beam Agency Leo Burnett Chicago Britt Nolan, president, chief creative officer; Ashley Geisheker, EVP, head of production; Kieran Ots, Dustin Tomes, EVPs, executive creative directors; Evan Schultz, SVP, creative director; Beth Dolnick, sr. producer; Sean Logan, sr. strategist. Production Company Biscuit Filmworks Noam Murro, director; Shawn Lacy, partner/managing director; Andrew Travelstead, exec producer; Sean Moody, head of production; Jay Veal, unit production manager. Production Services The Lift, Mexico City Avelino Rodriguez, founder; Jose Barrera, managing director; Magali Sagarra, sr. producer. Editorial Work Editorial Stewart Reeves, editor; Michael Hillman, assistant editor; Remy Foxx, exec producer; Gabrielle Page, head of production. Music Comma Music Bonny Dolan, sync and executive producer; Lily Shallow, sync and producer; Larry Pecorella, creative director. Audio Post Comma Music Larry Pecorella, sound design and mix; Lily Shallow, producer. Media Agency Starcom
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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