Jim Beam used a television 'road block' strategy on the Nine and Ten networks and pay-television operator Foxtel to launch the campaign simultaneously on all channels, except Seven due to its Olympic Games broadcast.
In the three commercials, the central character, Dougie, is pitted against different opponents in a huge sports stadium featuring a World Wrestling Federation-type boxing ring. Each opponent is a larger-than-life 'ex-wife', 'catalogue man' and 'career woman', all of whom test Dougie's ability to stay true to Jim Beam bourbon. Dougie repeats the line 'That ain't Jim Beam' each time he is tempted to give up the fight by drinking an 'average' bourbon.
"We wanted to rise above the generic battle of beer gags which alcohol advertising seems to have drifted into, by creating something more monumental," said James Sykes, Jim Beam Brands Australia commercial planning director. "The 'Stay true' theme delivers on Jim Beam's essence of inner strength, integrity, courage and honour."
Created by agency The Works, the campaign is supported by print ads in metropolitan newspapers.
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Bourbon blitz as Jim Beam brings back theme line
Bourbon brand Jim Beam has resurrected its 'That ain't Jim Beam' theme line in its biggest-ever advertising campaign in Australia, launched late last month.