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
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
