{"id":31300,"date":"2019-09-29T17:13:18","date_gmt":"2019-09-29T22:13:18","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=31300"},"modified":"2019-09-29T17:16:00","modified_gmt":"2019-09-29T22:16:00","slug":"this-land-is-for-johnnie-walker-drinkers","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/this-land-is-for-johnnie-walker-drinkers\/","title":{"rendered":"This Land Is for Johnnie Walker Drinkers"},"content":{"rendered":"<p>Where do brands fit into the larger cultural landscape today? It&#8217;s a question that some brand managers and ad agency partners would rather not answer. At the other end of the pole, there is Diageo&#8217;s Johnnie Walker, which has a definitive answer to the non-rhetorical question.<\/p>\n<p>Let&#8217;s watch and listen&#8230;<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/xlrtPtxIB5k?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>The spot was created by <a href=\"http:\/\/anomaly.com\/\">Anomaly<\/a> and directed by <a href=\"https:\/\/www.anonymouscontent.com\/work\/us\/commercials\/anonymous\/chris-sargent\/\">Chris Sargent of Anonymous Content<\/a>. It celebrates the cultural progress and diversity that represents the fabric of America today.<\/p>\n<blockquote><p>I roamed and rambled and I followed my footsteps<br \/>\nTo the sparkling sands of her diamond deserts<br \/>\nAnd all around me, a voice was sounding<br \/>\nThis land was made for you and me<\/p><\/blockquote>\n<p>Johnnie Walker first reintroduced the lyrics of Woody Guthrie&#8217;s powerful anthem as spoken word in November 2016.<\/p>\n<h2>Move Me Before You Pitch Me<\/h2>\n<p>According to <a href=\"https:\/\/www.adweek.com\/brand-marketing\/why-brands-need-to-find-ways-to-connect-with-hispanic-consumers\/\">Maria Garrido<\/a>, chief insights officer at Havas Group and senior vice president, brand marketing at <a href=\"https:\/\/en.wikipedia.org\/wiki\/Vivendi\">Vivendi<\/a>, Hispanic shoppers are more demanding of brands than the average U.S. citizen\u201467% expect brands to increase their collective contribution to society\u2014and Johnnie Walker delivers.<\/p>\n<p>This bilingual version of the patriotic \u201cThis Land Is Your Land,\u201d performed by <a href=\"http:\/\/chicanobatman.com\/splash\/\">Chicano Batman<\/a>, hits the sweet spot with a discourse of unity among all Americans, something Hispanics appreciate, says Garrido.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/8Hva8tS5C1U?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>The song&#8217;s music video, created by Anomaly and directed by <a href=\"http:\/\/ghostcowfilms.com\/\">Ghost + Cow<\/a> of ALLDAYEVERYDAY Production, takes people on a spirited journey through Chicano Batman&#8217;s local Los Angeles community, showcasing the many cultures that have influenced the band and have uniquely shaped our country.<\/p>\n<p>Chicano Batman \u00ad\u00ad\u00ad\u00ad\u00ad\u00ad\u00ad\u00ad\u00ad\u00adfrontman Bardo Martinez said, &#8220;This song&#8217;s message has never been more timely, and we hope our version continues to inspire people to keep walking towards their dreams and to celebrate each other.&#8221;<\/p>\n<h2>If You Can Walk, You Can Dance<\/h2>\n<p>In closely related advertising news, Levi&#8217;s is another powerful global advertiser that is actively promoting diversity and inclusion.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ZgcgFP9nGqY?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>Levi&#8217;s and Johnnie Walker both need to sell products to a diverse group of customers, but their content-infused ads are more than product-based appeals. Lifestyle brands signal to their audience, and by doing so they help to reinforce the community&#8217;s values. In other words, culturally relevant brands don&#8217;t go about with their heads in the sand. They acknowledge the fears and challenges that people face.<\/p>\n<p>These brands manage to fit into people&#8217;s lives, which is not the same as asking people to fit the brand into theirs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Where do brands fit into the larger cultural landscape today? It&#8217;s a question that some brand managers and ad agency partners would rather not answer. At the other end of the pole, there is Diageo&#8217;s Johnnie Walker, which has a definitive answer to the non-rhetorical question. Let&#8217;s watch and listen&#8230; The spot was created by [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":31309,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[149,70,67,127,194,38],"tags":[],"class_list":{"0":"post-31300","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advocacy","8":"category-content","9":"category-directors","10":"category-creative-review","11":"category-food-and-beverage","12":"category-lifestyle-marketing","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>This Land Is for Johnnie Walker Drinkers - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/this-land-is-for-johnnie-walker-drinkers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"This Land Is for Johnnie Walker Drinkers - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Where do brands fit into the larger cultural landscape today? 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The idea is to get them\u2026","rel":"","context":"Similar post","block_context":{"text":"Similar post","link":""},"img":{"alt_text":"keep_walking.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/keep_walking.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":7372,"url":"https:\/\/www.adpulp.com\/john_the_giant\/","url_meta":{"origin":31300,"position":1},"title":"John The Giant","author":"David Burn","date":"December 9, 2009","format":false,"excerpt":"As we know, Diageo's Johnnie Walker likes to walk (his penchant for a stroll is, in fact, built right into the logo). From the looks of it, Walker's spokespersons do too. Thanks to the brand's investment in content, whiskey fans can \"take an inspirational Walk with Giants.\" Specifically, John Hegarty\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6379,"url":"https:\/\/www.adpulp.com\/return_of_the_h\/","url_meta":{"origin":31300,"position":2},"title":"Return of the Hitchhiker III","author":"David Burn","date":"February 24, 2009","format":false,"excerpt":"Bartle Bogle Hegarty for Johnnie Walker: An ad for a Belgian charity: Be careful out there. Hitchhiking can be a rough sport.","rel":"","context":"In &quot;Featured Creative&quot;","block_context":{"text":"Featured Creative","link":"https:\/\/www.adpulp.com\/category\/creative-review\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3570,"url":"https:\/\/www.adpulp.com\/the_art_of_mark\/","url_meta":{"origin":31300,"position":3},"title":"The Fine Art of Marketing Scotch","author":"David Burn","date":"February 28, 2007","format":false,"excerpt":"According to The Wall Street Journal, sales of super-premium liquors costing $150 or more a bottle were the fastest growing category in the U.S. last year, with revenue rising 18% to $2.19 billion. Johnnie Walker Blue Label--a $200 bottle--is working to capture a larger slice of that revenue. The brand\u2026","rel":"","context":"In &quot;Brands&quot;","block_context":{"text":"Brands","link":"https:\/\/www.adpulp.com\/category\/brands\/"},"img":{"alt_text":"Johnnie_Blue.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2007\/02\/28\/Johnnie_Blue.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":5365,"url":"https:\/\/www.adpulp.com\/jack_and_jim_go\/","url_meta":{"origin":31300,"position":4},"title":"Jack And Jim Go To Russia","author":"David Burn","date":"June 20, 2008","format":false,"excerpt":"According to The Wall Street Journal, as Russia and China grow their middle classes, American whiskey makers are making gains in those nations via a mix of street teams and advertising. Still, American whiskey makers face a challenge in making their products known to consumers in emerging markets. In Russia,\u2026","rel":"","context":"In &quot;Brands&quot;","block_context":{"text":"Brands","link":"https:\/\/www.adpulp.com\/category\/brands\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1492,"url":"https:\/\/www.adpulp.com\/digital_aborigi\/","url_meta":{"origin":31300,"position":5},"title":"Digital Aboriginals Make The World A Better Place","author":"David Burn","date":"October 31, 2005","format":false,"excerpt":"Johnnie Moore writes today about More Space, the book he co-authored with eight other bloggers. Rob's chapter is a great polemic and rousing stuff. I think some of us bloggers have learnt to tone down our rhetoric so as not to alarm the uninitiated - and it's fun to be\u2026","rel":"","context":"In &quot;Change Agents&quot;","block_context":{"text":"Change Agents","link":"https:\/\/www.adpulp.com\/category\/change-agents\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/31300","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=31300"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/31300\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/31309"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=31300"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=31300"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=31300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}