BBH in heroic mode again as it moves Sugarloaf Mountain for Johnnie Walker

Bartle Bogle Hegarty is mining a rich vein of creative form at the moment and thinking small doesn’t come into it at all.

Fresh from summoning the ghosts of the nation’s heroic aviators for British Airways, its agency in Brazil, Neogama/BBH has taken on the not unimposing task of turning Sugarloaf Mountain overlooking Rio de Janeiro into a waking giant for Diageo’s Johnnie Walker whisky.

The ad comes from the fervid imagination of Alexandre Gama (“what do you want to do Alexandre, move the Sugarloaf?”) and was directed by Peter Thwaites of Gorgeous with Cecil B. DeMille stuff by The Mill in New York.

And we’ve remarked here before recently on the great comeback of the production budget (and BBH) but this one apparently required 420 people, six days of shooting, 11 kilometres of film, two tons of equipment and over 200 extras.

Is it all a bit of a song and dance for Johnnie Walker’s ‘Keep walking’? In this case, probably not.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.