The campaigns mark the return of both brands under Diageo, to re-engage consumers in Thailand. Both brands have been "off the air" for a while.
Cannibalisation of the market was limited by careful targeting and positioning, according to Ben Fennell, CEO of BBH Asia-Pacific, the Singapore-based agency which produced the campaigns.
"Spey Royal and Johnnie Walker Red Label operate at significantly different price points and, consequently, represent a different type of drinking occasion. The Red Label drinker tends to be younger and more affluent than his Spey counterpart. Spey Royal is positioned as a quality scotch whisky, intended to be enjoyed with good friends," said Fennell.
In 'Red heart', a young musician's passion was illustrated by electrifying computer-generated animation which transports the audience through the musician's body, centring on his heart, the source of his passion, climaxing with the message "follow your heart".
The first TV commercial for Spey Royal, 'Charity drive', tells a light-hearted story of a group of friends who strip down to their underwear, piling their clothes into the back of a bright purple truck and driving around Bangkok to convince others to donate their clothes for the cause.
By the end of the day, the truck is filled with clothes and they drive far out of town and donate the clothes to charity.
Said Brett Charlton, marketing director, Riche Monde (Bangkok), distributor of both brands, "The inspiring story captures the spirit of Spey Royal, which has always been associated with masculine ties and positive social efforts.
"The new advertisement for Johnnie Walker Red Label remains true to the brand's core message of personal progress through the pursuit of individual dreams."
Both TVCs are aired in 30-second and 45-second versions and will run until March.