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
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
