Jim Beam has launched a 90 seconds ‘Bold Choices’ film, featuring the actor Willem Dafoe. The ad shows the many potential paths that Willem’s life could have taken, had he made different choices. From a trapeze artist to a sumo wrestler (I’d like to know how that particular path would have happened). His ‘bold choice’ was moving to New York to become an actor.
Whether drinking Jim Beam (rather than drinking another bourbon whiskey or not drinking at all) is a bold and life-changing choice is another matter. But it’s well made and they are clearly trying to elevate the brand to a more sophisticated level (compare it to the ‘gilfriend’ or ‘tragedy’ ads of a couple of years ago, for example).
Here’s the making-of video: