On the face of it Johnnie Walker is an unlikely women’s advocate but it’s becoming one in style in a new campaign from Anomaly New York, featuring one Jane Walker.
She’s being rolled out – if that’s the apropriate description, it almost certainly isn’t – to celebrate Women’s History Month and International Women’s Day in March.
Owner Diageo will donate $1 for each bottle produced to non-profit campaigns including Monumental Women, a movement to erect a monument honouring America’s women suffragists in New York’s Central Park and She Should Run, a group encouraging women to register and run for elected office. According to Adweek the campaign was originally supposed to run following a Hillary Clinton victory in the 2016 US Presidential Election.
Anomaly COO Karina Wilsher says: “Anomaly is incredibly proud to be part of this initiative that clearly signals Johnnie Walker’s ongoing commitment to personal progress. Last year, we stood for progress for everyone with ‘Keep Walking America’ and we continue to champion equality for all.”
Anomaly took over the worldwide account from BBH for Johnnie Walker in 2014 and immediately made its debut with a true clunker featuring actor Jude Law. It’s amazing how often agencies do this: sign a celeb for their debut on a big piece of business without considering why. Decades ago WCRS did it in the UK with Kirk Douglas for BMW, an ad so bad it’s completely disappeared from view. But WCRS went on to create arguably the best advertising the luxury car market has seen.
Maybe Anomaly is hitting its stride for Johnnie Walker too.
MAA creative scale: 9.