Set to the contagious tune “Sweet Caroline” by musical artist Neil Diamond, this spot for Jim Beam bourbon leans directly into the brand’s campaign ethos that people are good for you. The ad captures a moment of human connection by showcasing a community united in a spontaneous moment of joy as people in a bar come together to sing “Sweet Caroline.”
The commercial was directed by Noam Murro of Biscuit Filmworks for Leo Burnett Chicago.
“Jim Beam’s new platform gives fresh energy to the point of view that’s always been at the core of this iconic brand’s DNA: People are good for you,” said Britt Nolan, president and chief creative officer of Leo Burnett. “We’re very proud to put work into the world that’s genuinely optimistic and uplifting.”
Credits
Client Jim Beam Agency Leo Burnett Chicago Britt Nolan, president, chief creative officer; Ashley Geisheker, EVP, head of production; Kieran Ots, Dustin Tomes, EVPs, executive creative directors; Evan Schultz, SVP, creative director; Beth Dolnick, sr. producer; Sean Logan, sr. strategist. Production Company Biscuit Filmworks Noam Murro, director; Shawn Lacy, partner/managing director; Andrew Travelstead, exec producer; Sean Moody, head of production; Jay Veal, unit production manager. Production Services The Lift, Mexico City Avelino Rodriguez, founder; Jose Barrera, managing director; Magali Sagarra, sr. producer. Editorial Work Editorial Stewart Reeves, editor; Michael Hillman, assistant editor; Remy Foxx, exec producer; Gabrielle Page, head of production. Music Comma Music Bonny Dolan, sync and executive producer; Lily Shallow, sync and producer; Larry Pecorella, creative director. Audio Post Comma Music Larry Pecorella, sound design and mix; Lily Shallow, producer. Media Agency Starcom
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
