The Johnnie Walker TVC, entitled 'You are a thousand possibilities' was created out of BBH's Singapore office, but developed specifically for the Taiwanese market. The TVC is part of the regional 'Keep Walking' campaign and builds on the success of 'Fish' and 'Baggio'.
The 30- and 40-second versions of the TVC launched at the end of 2004 and will run until June 2005, with the aim of tapping into the Taiwanese spirit of progress. The storyline focuses around a young man graduating from university, faced with the choice of what he will do with his life.
The story then splits off into different scenarios for the man and multiple versions and outcomes of his career and life path emerge.
Bill Scott, regional account director for Johnnie Walker, said that the TVC carried a high level of local insight in order to get closer to the target - men aged 30 to 35 years. "The TVC is very relevant to this particular time in Taiwan, which is changing at a rapid pace," he said.
Coca-Cola dropped from fifth to eighth place since September. The TVC stars Korean actress Jeon Ji Hyun and pushes the tagline 'Real refreshment.
Only Coca Cola'. "The commercial's tone is youthful and vibrant, specially appealing to teens and young adults," said Audrey Chang, client services director, McCann Erickson Taiwan.
A number of finance brands also entered the Adwatch chart, including Taipei Fubon Commercial Bank, E.Sun Bank, Union Bank of Taiwan in fourth, fifth and 19th place respectively.
