“The Android” a new TV commercial of Johnnie Walker Black Label has become the talk-of-the-town commercial for Thai consumers because it has both a very stunting visual and surprising message.
The distributors of Johnnie Walker whiskies in Thailand announced it would spend 200 millions baht on the brand's latest advertising campaign called “Human” and this campaign is aimed at securing Johnnie Walker's place in Thai market. It currently is the all-time no.1 premium whisky with a 73-per-cent share,
“The Android” a new TV commercial of Johnnie Walker Black Label has become the talk-of-the-town commercial for Thai consumers because it has both a very stunting visual and surprising message.The distributor's marketing director for whiskies said the campaign was an extension of the eight-year-long, award-winning “Keep Walking” advertisements that motivate and inspire consumers to make personal progress and do different things.
"Our new Human advertisement is quite a breakthrough and outstanding compared with previous commercials in the Keep Walking philosophy," he added.
This advertisement is again aimed at "executive-level and up-and-coming" consumers. So, its content is something smart and sophisticated.
"Johnnie Walker Black Label presents an alternative vision of the future, where we are not superseded by artificial intelligence. However far technology progresses, humanity has nothing to fear. We humans have an innate drive and creativity that cannot be manufactured. Any forms of artificial intelligence will never have power over this essential element of humanity," said marketing director.
He said the key message of the advertisement was human achievement. In the television commercial, a highly intelligent and powerful android accepts that even himself can live forever, and can do many things better than human but he cannot make himself has a meaningful life and more importantly he cannot feel. And finally the android says that he wants to have a human touch. Then, Johnnie Walker comes at the end encouraging human being to be proud of oneself and “keep walking”.
To promote this advertisement, the distributor has bought advertising time on television and digital media as well as space in publications and outdoor sites. Consumers are also encouraged to visit the website theandroid.com, where they can register their dream achievement in a "time capsule" which will then remind on a daily basis them what they promised to achieve.
After the launch, this commercial creates a good impact among Thai consumers because its visual quality looks so real, people believe this human-like android can be invented in the near future. The commercial has been voted to be no.1 favorite TV commercial by consumers in most major consumers’ websites.
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