Toronto shop John St. recently unleashed a new spot featuring Wiser’s Wiserhood, a group of men who applaud (albeit slowly) men who lead an uncompromising life.
The new commercial continues the campaign started back in 2008 for the Corby Distilleries brand and features a gentleman who refuses to feign enthusiasm for a corporate team-building exercise.
The Wiserhood had not received a new television spot in a while, which Angus Tucker, John St. partner and co-creative director, said came down to budgets. “Furthermore, we didn’t think the meter had run out on the first two TV ads,” said Tucker. “This year they wanted to invest behind Wiser’s again, and it was a very successful campaign from a business perspective. It got a lot of followers and buzz among their target, so we just maintained the basic structure of the campaign, which is guys refusing to compromise.
“If it ain’t broke, don’t fix it.”
The agency has also restarted the social media push for the Wiserhood. While the Wiserhood Twitter account has been dormant since March, the agency has put significantly more weight behind the brand’s Facebook page, encouraging fans to send each other emphatic applause through the Slow Clap App (say that 10 times fast).
“It’s just a way to give [our consumers] a bit of say on what they think is worthy of the Wiserhood,” said Tucker. “I sent one to my buddy Phil after he dropped the gloves in our beer league hockey game with a guy who outweighed him by about 80 lbs, which I thought deserved a clap.”
The renewed ad push will include a small print buy, on-site promotions and a second TV spot to launch in early 2011.