Haile is famous for his '20 kilometers to school' story. it's what formed his running style. he is the only marathoner to bend his arms back as if he was still carrying books (I think). it's his iconic move. He may not be sure whether or not he has retired from competitive running as yet, but he’s still an inspiring guy. Johnnie Walker have seen the potential to associate their brand with the ultimate distance runner and Giant Films (Cape Town based production company) were commissioned to make this ad.
Nice ad. Others in the series for Johnnie Walker include Jenson Button, Lewis Hamilton, Robert Carlyle, all welding a metaphorical enough use of the keep walking phrase to fit their own occupations with the the Brands self positioning call to get out, do something, get something done. Ran twenty kilometers to school that makes him a Johnnie Walker kind of guy- maybe leaving earlier wouldn't have helped? Yes its an alcohol brand playing on the idea of the get out and do something striding man.
Inspirational ad, but I struggle to see the relation of alcohol and running.
I know Johnnie Walker ads aren't "supposed" to be anything that the ad agency doesn't make them: when they "invite consumers to spend time with their brand" they have an intrinsic duty of care, in this specific case of people who want to become world-class athletes see their work and don't become accidental alcoholics.
To introduce anaphora to anyone who doesn't know it, They *can* and must always be talking about the product and its intrinsic benefits, albeit cloaked within and behind as wonderful spinning visual and textual mechanisms and metaphors they can conjure, but never lies. Never lies, because lies may bring about disaster of misunderstanding and consumption of product for wrong reasons.
Hopefully after winning all 4 of the world’s desert marathons. South African Ryan Sandes will crack the nod to be the next ultra athlete to be featured.
Have you done something striding man?
No comments:
Post a Comment