Johnnie Walker depicts possibilities for Taiwan appeal

"This campaign is designed to inspire our target audience despite the recent tough economic circumstances," said Ann Ho, regional marketing development director, Asia region, Diageo. "The protagonist of the commercial has strong emotional resonance with the Taiwanese men. They are optimistic and yet not opportunistic. This commercial successfully captures that spirit, encourages a positive mind-set while driving home the 'Keep Walking' message." Targeted at Taiwanese males aged between 30 to 35, the TVCs -- developed by BBH -- take viewers on the journey of a young man at graduation. He is seen in a moment of deliberation before he splits into two, marking the various crossroads in his life. The visual device acts as the running theme throughout the TVC and the man progresses in his journey, splitting at various crossroads. He emerges as several professionally-attired, mature individuals, including a concert saxophonist, creative architect, photographer, businessman and actor. The spot ends with the tagline, 'You are a thousand possibilities' to tie in with Johnnie Walker's Keep Walking branding. According to Tinus Strydom, copywriter at BBH, the key challenge in producing the spot was managing its complexity. "We had to carefully manage the complexity for the commercial to be understood. It moved fast so you had to keep up with it and at the same time keep it simple." He added that BBH worked with Hong Kong-based production company The Film Factory to produce the TVC. The spot, which includes 45 and 30-second executions, uses an unconventional narrative technique in an effort to engage the audience. The creative director on the TVC was Steve Elrick, with Strydom as copy writer. The TVC is expected to run until June.