The Jim Beam Bold Choices campaign encouraged fans to share their personal stories on the brand's Facebook page. After reaching 1 million Facebook followers, the Kentucky Bourbon manufacturer decided to celebrate with a bold gesture that was captured as part of this campaign.
This Jim Beam Bold Choices clip features Fred Noe, a seventh generation distiller who is captured as he gets his first-ever Jim Beam brand tattoo. After promising to get inked after 1 million views, Fred seems hesitant in the beginning of this ad and even throughout his tattoo session, even remembering an old friend's birthday and recalling how that friend would probably wonder if his head was straight.
In the end of the ad, Fred appears less hesitant about his bold choice and embraces his arm tattoo, saying he would gladly show it off.