Johnnie Walker ties with Mr Porter for ecommerce video with Jude Law
Diageo is partnering with men’s fashion retailer Mr Porter to allow fans to purchase the clothes worn by Hollywood actor Jude Law in a short film for its flagship Johnnie Walker brand.
Video: Johnnie Walker advert “The Genteman’s Wager”
http://www.youtube.com/watch?v=kQ7kWpTrtJw
The drinks maker’s “The Gentleman’s Wager” video features the British star alongside Italian actor Giancario Giannini, who appeared in both James Bond movies Casino Royale and Quantum of Solace. It tells the story of a bet between two friends, who despite having all the luxuries money can buy, crave for the ultimate rare experience.
A storied boat alongside Johnnie Walker Blue Label, which is produced from rare casks of whiskies from across Scotland, are shown as the experience both men go to great lengths in order to achieve.
Fans are able to click on the video at any time to access the clothes and accessories worn by the actors via a specialised “Shop the Look” page.
It is not the first time Diageo has teamed with a retailer to boost conversions from its online videos. In 2012, its Smirnoff brand partnered with Amazon to let viewers purchase party items from a branded YouTube page that hosted a series of videos for its “Nightlife Experience’ global push.
The ecommerce video is the latest initiative in an ongoing relationship between Johnnie Walker and Mr Porter following previous efforts around experiential events. Diageo sees the retailer as a way to play up the aspirational elements of its Scotch whisky by exploiting its influence on men’s fashion and style. The brand already uses British model David Gandy as one of its brand ambassadors.
The Johnnie Walker ad launches today (30 July) and is being distributed online by Unruly.
