Dewar's
challenges category conventions with
irreverent and seductive new campaign
for the modern man.
Dewar's Blended Scotch whisky, the
number-one selling premium blended
Scotch whisky in the United States have
announced a break from the tired
conventions of the category for the
launch of its new campaign – "Dewar's:
The Drinking Man's Scotch."
The tweed and tradition image that has
dominated Scotch whisky will be
subverted to reintroduce Dewar's to a
new generation of modern and urban men.
The new Dewar's campaign will challenge
the norm by bringing sensual taste,
intellectual stimulation, and a hint of
irreverence to the world of men in
television, print and digital mediums
nationwide. The campaign, which will
highlight Dewar's White Label and
Dewar's 12 year old, is the first time
that the brand will appear on television
since 2007.
The new campaign is delivered with a
wink and a smile. The icon, a beautiful,
alluring and mysterious Scottish woman
played by Claire Forlani who is better
known for her role as Lauren Hunter in
NCIS Los Angeles and incidentally she
isn't a Scottish woman she is actually
an Englishwoman putting on a Scottish
accent but i think we can overlook that
detail as she certainly fits the bill of
beautiful, alluring and mysterious.
In the advert Claire has the presence of
a queen and the mouth of a gangster. She
draws the viewer in from the moment she
is seen, enticing men and pulling them
into her clandestine world. She is
incredibly desirable yet unattainable.
She offers sharp words of wisdom to the
Dewar's man – advice on living life, on
drinking Scotch, on women and on being a
man. She has a strong, commanding grip
over the edgy, underground world of the
East End of Glasgow, Scotland – a
post-industrial landscape littered with
intrigue, mystique and secrets – and
exudes her power through her piercing
attitude, cutting tongue and entrancing
beauty. By displaying her strength in an
edgy, yet inescapably striking way, the
icon entrances men to follow her lead
and step up to Dewar's Blended Scotch.
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