• by Fern Siegel , June 12, 2024

Elijah Craig Bourbon has released a new ad that focuses on the father-son relationship.

Created by Method1, its agency of record, the spot explores that singular relationship through the decades. The father is seen as a hero and coach over the years. Even, at times, as embarrassing to his son. But as the son grows up, he realizes how much his father means to him.

The ad ends with them bonding over Elijah Craig Toasted Barrel Bourbon. The warm moment underscores how we come to appreciate parents.

The spot is running on CTV, OTT, OLV and YouTube.

“We wanted a spot that resonated with people on an emotional level,” said Kelsey Strand, Elijah Craig brand manager. “Elijah Craig is the father of bourbon, so there’s no better drink to share with a father figure this Father’s Day.” 

The Father’s Day campaign offers a customizable label that can be applied to purchased bottles of bourbon. Customers can visit the Elijah Craig site, also designed by Method1, to secure one.

“Father’s Day is a perfect event to reinforce Elijah Craig’s brand positioning. The customizable label adds a personal touch to the act of giving a gift to a person who is so important in the giver’s life,” added Paul Nelson from Method1.

The Elijah Craig lineup includes an array of bourbons. In 1789, Elijah Craig became the first distiller to age his whiskey in charred-oak barrels to make bourbon.

The super-premium brand has won various accolades. In 2023, Elijah Craig Barrel Proof (B523) won a gold medal from Bartender Spirits Awards and the World’s Best Small Batch Bourbon and Best Kentucky Small Batch Bourbon at Whisky magazine’s 2023 World Whiskies Awards. Whisky Advocate magazine named Elijah Craig Barrel Proof (B517) its 2017 “Whisky of the Year.”

Method1 is agency of record for Heaven Hill brands: Elijah Craig, Evan Williams, Larceny bourbons and Lunazul Tequila. Other clients include Cape Tide Hard Tea, ShadyRays sunglasses and Wellow compression socks.