Racheal Lee
Nov 26, 2013

Johnnie Walker shatters glass car for drunk-driving message

SINGAPORE - Johnnie Walker has launched a 90-second film in which glass tumblers form themselves into the shape of a Formula 1 car—and inevitably crash—as part of the brand's global responsible-drinking initiative, “Join The Pact”.

Launched globally on 22 November on branded digital channels, the film acts as a reminder of the fragility of human life as it asks people to make the commitment to never drink and drive, according to the agency, Iris Worldwide. The spot coincides with the final 2013 Formula One race in Brazil and end of year festivities.

Individual markets will gradually pick up shorter or longer versions of the film to push locally on broadcast channels.

Grant Hunter, regional creative director of iris Worldwide, wrote the film and Russell Appleford directed. It is set inside the McLaren Technology Centre, headquarters for the Vodafone McLaren Mercedes Formula One team.

The centerpiece of the film is a full-scale digital reconstruction of the 2013 McLaren MP4-28 Formula One car made from Johnnie Walker whisky tumblers. It took 1,750 virtual glasses to create the final form. The complexity created by the glasses and the reflections resulted in a render time of more than 200 days.

In the film, the car dramatically shatters, serving as a powerful reminder of the consequences when a driver makes a bad judgment call. The Houdini smash simulation took more than a week to generate and created a data file of more than 100 gigabytes.

“When we first presented the idea, we knew it had the potential to deliver the never drink and drive message in a surprising but beautiful way,” Hunter said. “We hope the glass car will jolt people into making the right choice to never drink and drive.”

 

Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.