Falling Dominoes Not the Best Brand Association For Alcohol

Johnny's Drunken Stupor

Adrants reader and Animal Publisher Bucky Turco comments on the Johnnie Walker "Keep Walking" outdoor campaign which has featured imagery that conveys forward motion or progress. Recently, Turco noticed an execution of the campaign that used dominoes as imagery and questioned the choice of that visual as it relates to spririts advertising, commenting to Adrants, "The other day I came across this Icon ad that featured swirling lines of falling dominoes. The image of falling dominoes seems a dubious illustration to use for progress, especially for a spirits brand. Does it mean that if you don't drink enough JW your life will begin to "fall like dominoes." Could it mean 'Keep Walkin' fast this way so your drinking troubles don't catch up with you? Or is simply 'Keep Walking,' even if its not in a straight line?"

Spirits advertising has to walk a fine line between imbuing a sense of adventure and excitement and the plain truth alcohol can make you drunk and stupid. Perhaps this illusory image of dominoes gets a bit too close to crossing that line.

Written by Steve Hall    Comments (12)     File: Creative Commentary, Outdoor     Jun-13-05  
Advertising Jobs

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.

ad:tech Conference Headlines


And it turns out that the phony adrenaline disease Toyota's agency invented to sell trucks really exists. It's really awful, much worse than just moping around all day.

Sometimes the clients do need to play bad cop.

Posted by: Mark Paul on June 13, 2005 04:26 PM

It's small minded people like you who ruin this business. Lighten up.

Posted by: Voice of Reason on June 13, 2005 05:37 PM

Miller beer ran a lovely and entertaining spot a year or two ago, out of Y&R Chicago, that had the whole world falling like dominos. The tumbling line ended at a bar where the man who grabs a Miller avoids getting knocked over.
Miller is less intoxicating? - or -
"Don't follow leaders, watch the parkin' meters."
Note: Yellow and Black is nature's warning. Poison frogs, snakes and spiders.
Caution: Indicates a potentially hazardous situation which, if not avoided, may result in minor or moderate injury. It may also be used to alert against unsafe practices. COLOR: Use Process Yellow (106). Black lettering on yellow background

Posted by: KRank on June 14, 2005 10:25 AM

Try: dominoes falling to signify that no matter what is falling around you or what stumbles you may have, there is always a more positive road ahead. Keep Walking! Always keep Walking!

Johnnie Walker is not only a line of fine spirits, it is also a prestigious brand, but above all, it is a lifestyle: a lifestyle of progression and responsible drinking! The brand indeed focuses on responsible drinking which makes me a proud consumer in addition to a brand ambassador.
The "Keep Walking" campaign was created last decade to commemorate and emmulate the progressive lifestyle of John Walker and Sons. They had a dream and worked hard to achieve their goals and create an excellent spirit which would reach international recognition in very little time. John Walker was a marketing visionary and a hard working man who began working at a grocery store at age 14 when his father died. But that falling of dominoes in his early adolescent life did not stop him from becoming a world legend and the creator of some of the finest scotch around! That's progression!
We are by nature a species that seeks progression...from the beginning of mankind...we are always seeking progress. Johnnie Walker brand celebrates that progressive nature!

Therefore lighten up, serve yourself a dram of the finest scotch created (Johnnie Walker Blue Label) and celebrate life, but please remember to drink responsibly. :)
Cheers! Janie Walker

Posted by: Janie Walker on June 14, 2005 11:56 AM

Wow, Janie, did you write the creative brief for this campaign? I now weep and the imagery of life's dominoes:-)

Posted by: Steve Hall on June 14, 2005 03:00 PM

Johnnie Walker is a lifestyle ? Above all, a lifestyle ?
I can't take it anymore. Just gimmie a shot so I can forget crap talk like that.

Posted by: KRank on June 15, 2005 03:39 AM

krank, you need more than a shot; you need to get laid. Gosh, lighten up.
Janie, I liked your comments. We need more positive people in this world. Thanks for the 411 on John Walker. I didn't know all that.
good day.

Posted by: YOKI on June 15, 2005 12:25 PM

Interesting story Janie. However, I still think falling dominoes is a poor association to use with liqour promotion. I think your mini-story is a bit of a stretch of an attempt to try and defend this particulair billboard. It's not like the whole campaign featured falling dominoes, just this one. But so be it. BTW- I would love to taste a dram of scotch, can u send me a bottle? I promise to drink it as responsibly as I can. ROAR.

Posted by: bucky on June 16, 2005 04:55 PM

Gosh you guys have issues. It's a billboard--that's it. no need to be so synical. Have you ever heard of image interpretation as psychological diagnostic?
I dont see anything wrong with that image.
chill out!

Posted by: YOKI on June 16, 2005 06:15 PM

I am KRank. This is adRANTS, not Marketmello.

Posted by: KRank on June 17, 2005 08:58 AM

Gosh YOKI, talk about issues. Does this sound like I am all up in arms or chilling out?

"BTW- I would love to taste a dram of scotch, can u send me a bottle? I promise to drink it as responsibly as I can. ROAR."

Its called an opinion, we have those here in America.

Posted by: bucky on June 17, 2005 09:11 AM

where the hell do you think I am? I too am in America. And I too can be opinionated. It seems like a nasty little comment from your part. Here in America we have opinions as opposed to where???

you either get it or you don't; you obviously don't. Buy your own scotch!! 'Nough said!

Posted by: YOKI on June 17, 2005 02:22 PM

Post a comment