Knob Creek Campaign Says 'Drink Life Deeply'


Knob Creek has launched a new print campaign, its first since 2001, for the distiller's super-premium bourbon. Three ads were created by energy BBDO and will appear in men's magazines including Esquire, Fast Company, Men's Journal, Spin, Wired and The New Yorker. With the tagline, "Drink Life Deeply" and collage imagery that features the bottle, the campaign wallows in the self importance a high end brand is supposed to instill among its audience.

One ad contains the copy, "The presence of a barstool shouldn't prevent you from standing for something," the other, "At some point in time a man switches from 'I'll have what he's having' to 'I'll have what I'm having'" We've never tried Knob Creek but we can't seem top pass up Maker's Mark when we see it on the shelf. Perhaps, we'll have to give the Knob a whirl. See all the ads here.

Written by Steve Hall    Comments (5)     File: Campaigns, Good, Magazine     Mar- 1-06  
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They're okay. Don't love 'em, don't hate 'em. Cool bars they used for the shoot though. Was that last ad shot at McSorley's?

Posted by: Bob on March 1, 2006 04:52 PM

Brings a new meaning to buying a guy a Knob...

Posted by: Jim Turner on March 1, 2006 05:35 PM

Oh, dude, never tried Knob Creek? 100-proof goodness.

Even better? Booker's...

Posted by: Weave on March 1, 2006 05:55 PM

Maker's Mark and Knob Creek are both owned by Fortune Brands. I believe Knob Creek is higher end, though.

Posted by: Jim on March 2, 2006 02:13 PM

Well, I personally don't know the brand but I think the ads suck deeply.

I wonder what the ad agency and the client say in the boardroom selling this to themselves: “Oh ye, we are going to waste our budget on another meaningless photo collage, then the copy is going to come up with something that sounds meaningful only after drinking a few shots of knob. Then we are going to spend more money to buy space in magazines that are going to end up in the trash or in the gynecologist waiting room.
Why should we try to engage with our audience when we can just tell them how great we are?”

10% of that budget could make a mean online site that will actually create a meaningful dialogue instead of a drunken blurb.

Posted by: tamir berkman on March 2, 2006 07:27 PM

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