This extraordinary ad/short film from Diageo makes for compelling viewing. Aside from the green screen magic (presumably?) and great choice of actor in Robert Carlyle, it is notable for two other reasons:

  • Use of story
    Appreciation of stories is hard-wired into our beings, and this is a good yarn with arcs, conflict, ambition and resolution. We’re being fed a brand story, but in such an engaging way that we accept it.
  • Breaking media format
    They’ve made an ad that is six and a half minutes long. Up until recently, such a length would have been laughably prohibitive, and indeed the days of 60 or even 90 second spectaculars seemed to be on the wane. But of course nowadays, good content spreads on digital channels where media cost is free and not constrained by programming breaks or convention.

thanks to the excellent Word magazine for the spot