• by Teresa Buyikian , 10 hours ago

The latest chapter in Johnnie Walker’s more-than-two-decades long “Keep Walking” campaign shifts focus to what it mean to “keep” and the “countless ways people persist, evolve and redefine success on their own terms.”

Inspired by the brand’s research, which consisted of global social listening of over 97 million “keep” conversations over the past year, the new effort highlights six core themes: motivation, action, communication, emotion, success and identity.

These themes are on display in the campaign’s :30 hero video, seen here. The dramatic short depicts people from all walks of life with increasingly quick cuts as they win at card games, injure themselves skateboarding, quietly meditate, and participate in many other slice-of-life activities. A voiceover says, “Keep dreaming…  Keep searching. Keep playing. Keep failing. Keep breathing. Keep fighting, keep trusting. Keep pushing. Keep risking. Keep provoking. Keep walking.”

The new work is currently rolling out across broadcast, digital, social, print and out-of-home platforms worldwide.  

Vice President of Johnnie Walker Josh Dean told Marketing Daily about the new effort.

Marketing Daily: What was the inspiration behind the short film?

Dean: The film was inspired by the way people today define progress for themselves, reflecting the forward momentum and optimism that have always been at the heart of Johnnie Walker

Progress is no longer about a single milestone. It is about personal growth, resilience, and the everyday choices people make to shape a more fulfilling life.

Through social listening, we saw that people use “keep” not as a slogan but as a mindset, a way to navigate a world that is constantly changing. That insight fueled the work. We wanted to inspire and champion the small, persistent actions that help people move forward on their own terms.

Rather than follow a single narrative, we created a mosaic of scenes that mirror the mindset of people who build their own momentum. The creative team focused on the decisions that might appear small but ultimately shape who we become. That perspective allowed us to craft something intimate, expressive, and unmistakably connected to Johnnie Walker’s belief in forward motion.

Marketing Daily: How does the short reflect the brand?

Dean: The film reflects Johnnie Walker by highlighting the mindset that has always defined the brand: an active belief in defiant optimism when looking toward the future.... You see characters wrestling with choices, taking chances, and finding motivation in their own way, which mirrors the brand’s role as a companion to those who are shaping their own journeys.

Marketing Daily: How does "Keep Walking" represent Johnnie Walker?

Dean: “Keep Walking” speaks to more than ambition. It is about persistence, curiosity, and the willingness to keep going even when the finish line is undefined. The brand has stood for that attitude for more than a century.

Marketing Daily: What's next in 2026 for Johnnie Walker?

Dean: In 2026, we will continue building on this idea of personal progress by expanding how and where the brand shows up in culture. You will see deeper storytelling and collaborations across the spectrum from creativity to entertainment, bringing stories of personal progress that inspire others. We will invite people to share their own "keeps," further building a community that embraces the "Keep Walking" spirit.

We will build on the energy of this launch and carry the “Keep Walking” mindset into new platforms, new formats, and new cultural moments around the world.