• by Fern Siegel , October 17, 2023

Johnnie Walker Scotch whisky has a storied history. The first commercial blend was created in 1865. Its Red Label was Winston Churchill's favorite drink.

Today, the brand maintains its global standing in both sales and liquor ratings, while appealing to a millennial demographic. That's evident in two new cinematic spots created by the Anomaly agency, shot in Prague at the Prague Congress Centre.

Director Phillippa Price, known for her work with Rihanna and Stella McCartney, has positioned the spirit as a dramatic, vibrant addition to any party, crafting a visual look that's lush and sexy.

The tagline — "A Gift That Makes An Entrance" — makes the two labels, Black and Blue — an essential component of any holiday season festivities.

The 15-second spots are Blue Lable and Black Label, which takes its design inspiration from Studio 54.

Spots are running on OLV/FEP, social and programmatic, including NBCU One Video, Max, Peacock, CBS EyeQ, Paramount+, Hulu, Facebook and Instagram.

"This new creative captures an adventurous energy that resonates with the next generation of whisky lovers who prioritize quality, status and cultural relevance," said Jamie Young, director for Johnnie Walker and Bulleit Frontier Whiskey. "It dives head first into the aspirational world of the modern whisky drinker."

Johnnie Walker is owned by Diego, which sells various premium whiskeys and tequilas. On a reported basis, the company's net sales hit U.S. $10.7 billion in the first half of fiscal 2022. Johnnie Walker saw overall growth of 31%, boosted by its Black Label performance.

In 2021, the brand also opened its Princes Street visitor experience in Edinburgh, Scotland.