Set to show during the screening of The Dark Knight Rises, the Bulleit Bourbon 'It's a Long Story' film was created by Diageo and Leo Burnett Sydney to tell viewers the dark legend of Bulleit Bourbon.
In the 90-second commercial developed by Resolution Design, the audience is introduced to the character Augustus Bulleit, a man who is determined to protect his secret bourbon recipe. Running from criminals who want to steal it, Bulleit successfully gets away, but the legend has it that he disappeared without a trace -- however, not before he was able to pass down his recipe. As the video shows, Bulleit's great-great-grandson Tom was able to reinstall the family business with the legendary whiskey recipe. The ad finishes with the clever slogan, "When legends die, spirits remain."
What Makes This Trend Stand Out
- Dark Storytelling
- Brands can capitalize on the trend of dark storytelling, especially for liquor commercials, to create a unique and captivating brand narrative.
- Legacy Branding
- Legacy branding plays a huge role in consumer sentiment, with stories of long-standing brands adding immense value to a product, opening up opportunities for innovative brand narratives focused on heritage.
- Cinematic Branding
- Cinematic branding can boost the overall brand image and appeal among the target audience, creating opportunities for experiential marketing using long-form video advertisements.
Sectors Adopting This
- Beverage Industry
- Liquor companies can utilize the trend of cinematic advertising, legacy branding, and dark storytelling to create unique brand narratives and enhance brand appeal through visual storytelling.
- Film Industry
- There is a potential for the film industry to collaborate with liquor companies to create immersive advertising experiences through the medium of cinema, providing a unique and effective advertising opportunity.
- Marketing and Advertising Industry
- With a growing trend towards experiential marketing, innovative marketing strategies can leverage the cinematic, legacy, and dark branding trends to create impactful messaging that resonates with consumers.
