King James, a South African advertising agency has landed itself some international attention with its latest television ad for Bell’s whisky. The ad, which has gotten mentions in Adweek and Business Insider, hits all the right notes that an advert should – emotional story, soul thumping twist/reveal at the end, memorable and shareable.
Take a look
This ad should be archived in every advertising agency and training school. There are several cool story techniques used in it that would dramatically help rookie copywriters and veterans alike.
The piece is on the lengthy side (121 seconds). In the traditional advertising world, that is like the duration of the entire Lord of the Rings Trilogy. But with the amount of traction it’s currently getting on the web (over a million views on Youtube already), I think the advertiser’s gamble paid off.
This is a strong message to advertisers and agencies – the ad landscape is terraforming. It’s not clear yet what it will turn into but these are very exciting times.