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| Author | Zoe Aresti |
Welcome back to DCM’s Creative of the Month, where we look back at the best creatives that have graced the big screen in the last month.
This month, there was one particular creative that stood out as a favourite - Jim Beam's Branding Iron campaign.
Jim Beam, like other alcohol brands this year, used their creatives to explore the heritage and the distillation/aging process that differentiates their bourbon from others. Shot in a rack house where all the Jim Beam barrels are stored, Mila Kunis tells us that every drop is aged twice as long as required by law for a ‘true Kentucky straight bourbon’, whilst branding her own barrel with the Jim Beam hot poker. Using the hashtag #makehistory, she walks away saying she’ll be back to collect hers in four years when it’s ready.
The Jim Beam creative was well suited to cinema for various reasons. Aside from Mila Kunis starring in the advert, cinema was able to offer relevant titles across three week bursts in April and May that indexed well to Jim Beam’s target consumer. Running alongside titles such as Fast & Furious 7 and John Wick in April meant they were able to reach their predominantly 18 – 34 year old audience with minimal wastage, while also aligning themselves alongside one of this year’s biggest blockbusters. The May burst told a similar story, accessing the big screen adaptation of Spooks and the feverishly anticipated Mad Max: Fury Road, which combined had a 70% male profile.
Other standout creatives this month include: