Willem Dafoe's first ever TV commercial-a "short film" by Jim Beam that celebrates his "Bold Choice" to turn actor-received three prestigious awards last night at the American Independent Commercial Producers (AICP) awards. As the advertising industry awaits the world-renowned Cannes Lions Festival later this month, Jim Beam's groundbreaking commercial is grabbing attention for Willem Dafoe and the world's number one bourbon brand.
Jim Beam's "Parallels" advertisement was recognized with awards for Best Direction, Best Visual Style and Best Cinematography by the AICP.
The new "Bold Choice" global campaign features Willem Dafoe and sparks a movement for bold choices. In the commercial, a young Dafoe is shown at a crossroads, faced with a choice: to boldly leave his hometown of Appleton, Wisconsin and head for the bright lights of an acting career in New York City—or stay put, and let fate decide his future. The commercial explores the many futures that could have been: factory foreman, chess champion, aging punk, even sumo wrestler. But in the ad, Dafoe notes there is really only one choice. "All choices lead you somewhere. Bold Choices take you where you're supposed to be."
The spot received seven total finalist nominations by the AICP including Best Advertising Commercial of The Year, Best Direction, Best Visual Style, Production, Production Design, Cinematography, and Best Editorial.
"As a brand that's been rooted in making bold choices for over 200 years, our Jim Beam campaign communicates that the bold choices you make, make you. We are thrilled that this campaign has contributed to Jim Beam's continued growth, solidifying its position as the number one Bourbon in the world, and are honored to be recognized by the AICP," said Kevin George, senior vice-president and global chief marketing officer, Beam Global.
The multi-platform "Bold Choices" campaign from Jim Beam features TV, print and digital advertisements created by StrawberryFrog and represents a reinvigoration of the Jim Beam brand with a year-round ad campaign.