Diageo takes Johnnie Walker film into cinemas

Rosie Baker
By Rosie Baker | 27 August 2014

Diageo is rolling out its short film for Johnnie Walker starring Jude Law into Australian cinemas.

The six-minute short titled The Gentleman's Wager sees Law challenge Giancarlo Giannini to a dancing duel to win a yacht.

Andy Morley, luxury marketing manager at Diageo Australia, said “For a film with such beautiful cinematography, only cinema could provide the ideal environment to showcase The Gentleman’s Wager. The creative looks fantastic on the big screen, and the six minute story is connecting brilliantly with an audience who are there to be entertained and inspired. This audience is generally hard to reach with long-form content but cinema achieved fantastic results, ensuring the film reached huge numbers in the perfect contextual environment.”

The film launched at the Venice Film Festival, and will air in cinemas this week. The campaign launched globally last month.

Cinema agency Val Morgan claimed last month that cinema ads boost brand consideration by 40% when used alongside TV and digital activity. Val Morgan is currently scouting for the best cinema ads of the year for the next ACES Awards.

The campaign was planned by Leo Burnett Sydney, which took on media planning duties for the spirits company last month in a move that sees the agency take on an almost self-service role.

Entries for the ACES close 17th September 2014. The winners will be announced in October.

Details on how to enter here.

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