Live True: Whisky brand makes emotional plea

Aberfeldy, Scotland – To promote its first global campaign, Live True, Scotch whisky brand Dewar’s is harnessing the power of words in its latest advertisement using lines from Charles Bukowski’s poem, So You Want To Be a Writer?

The campaign video features several men from different walks of life – and one woman – all gearing up for their day, preparing to do whatever they are passionate about.

‘Dewar’s tells us to choose the path that leads us to what we like, to what we’ve been made for,’ says Spanish creative firm &Rosãs, which conceived the campaign. ‘Live True is a message, a platform, a true story, an inspiration, a label for the lives of those who have turned their passion into their driving force.’

The ad is unusual for whisky brands, which usually target older men or focus on the masculinity of their drinkers. This is about the drive of men, doing what makes them ‘true’ – and with no whisky bottle in sight.

For more insights into how marketing aimed at men is changing, book a place at XX v XY, our forthcoming Autumn/Winter 2013 Trend Briefing.