We liked this Jim Beam Bourbon spot, which debuted yesterday, for its technology whizyness. But we think there’s a deeper point: First, it talks about the product. Second, the technology is pretty cool, but it focuses on the product — did you notice those barrels turning.
Finally, I think there’s a bigger point: People relate to people, not to corporations. So notice how Fred Noe is featured in this ad, as is Mila Kunis. Beam has done something very smart: While there are corporate minions who develop marketing campaigns, advertising, etc., Beam is focusing its advertising on its master distiller.
Noe has the expertise to sell the product. Mila represents the consumer.
You need to tell me why I should buy this product. And the best person to do that is the person who makes it.