The Gentleman’s Wager, an online short film starring Jude Law for Johnnie Walker Blue Label, is starting to make waves online. A collaboration between Anomaly global offices, the six-minute film launched globally on Wednesday and has already racked up nearly one million views on YouTube.
The agency’s Toronto and New York offices were invited to pitch ideas for the film. The green-lit project was then co-written by Dave Douglass, Anomaly Toronto’s executive creative director, and Mike Byrne, the agency’s global ECD. The film was directed by Jake Scott (son of Prometheus director Ridley Scott) who also helmed Anomaly’s “Puppy Love” Super Bowl 2014 spot for Budweiser.
Dave Douglass
The New York office has worked with the brand’s parent company – Diageo – since 2010, and Anomaly Toronto has created campaigns for Diageo-owned brands such as Captain Morgan and Crown Royal in the past. It has another Johnnie Walker Blue project in the pipes as well, Douglass said, though he did not provide further details.
According to Douglass, the film is all about collecting extraordinary experiences, and takes its cue from Johnnie Walker Blue’s “rarer than rare” brand messaging.
“It’s about rare experiences that money can’t buy,” Douglass said. “Jude Law definitely embodies the progressive spirit of Johnnie Walker Blue. He seemed perfect… and the film was written around him. We liked the idea of a relationship between two friends, these two rare gentlemen making this wager that was not about money, but about experience.”
Filmed over three weeks in the British Virgin Islands and London, the film begins with Law and Italian co-star Giancarlo Giannini (Quantum of Solace, Casino Royale) relaxing on a lavish boat – a Baglietto 1928 Marconi Ketch to be exact.
The boat’s not for sale, but Law decides he wants it, so the two men agree on a friendly gentleman’s wager – Law will win it with a dance.
Keeping with the overarching theme of luxury that permeates the entire film, Law meticulously prepares for the contest by visiting London’s famed Savile Row to have a suit made, and purchases shoes at John Lobb Bootmaker before performing his number at historic Wilton’s Music Hall.
Throughout the film, the actual product takes a back seat to the narrative and cinematography.
“Even though the product isn’t shown in every singe scene, it’s very much integral to the look and feel,” said Douglass. “The entire thing is about the craft and the care that went in everything that Jude was doing. When they start and end the film, it’s always over a glass of Johnnie Walker Blue, so that’s sort of the crux of the story. The whole thing is about that journey, and the rare experience that’s the pillar of the Johnnie Walker Blue label.”
Johnnie Walker Blue Label’s The Gentleman’s Wager is housed on YouTube, and will also be screened at various short film festivals in the coming months.
