The Works, Sydney gives Jim Beam a dilemma
UPDATED: It doesn’t get any better than a beautiful girl who loves watching Top Gear. Or does it? Watch ‘The Dilemma’ to discover is Sasha’s fondness for fishing floats your boat. Or does Dani’s passion for UFC get your pulse racing?
A new campaign for Jim Beam via The Works, Sydney.
An extension of the hugely popular The Bourbon campaign which included; The Girlfriend, The Tragedy, The Party and The Neighbours, The Dilemma TVC provides a playful take on one of life’s biggest dilemma’s – which woman should you choose?
Set at a speed dating session the viewer is caught choosing between two attractive females, Sasha (Blonde) and Dani (Brunette). The women speak directly to the camera, which cuts back and forth, detailing their interests from footy, to fishing and PlayStationTM – all appealing to the typical Australian male. Faced with the ultimate dilemma, the TVC reinforces to viewers there is no dilemma when it comes to bourbon, the choice is Jim Beam – The Bourbon.
“We’re thrilled to be returning to air to celebrate the launch of the 5th installment of The Bourbon campaign, The Dilemma,” says Jim Beam brand director Ray Noble.
“The Bourbon campaign has been extremely successful in reinforcing our position as market leader and communicates the famous Jim Beam brand messages to consumers in ways which relate to them. We are investing $4 million to bring The Dilemma to life for our consumers and trade partners.
“Kicking off the campaign is a 45 second and three 30 second TVC’s which places the viewer in a position most guys would like to find themselves in – two beautiful women, both sexy and fun. The only problem is, which one would you ask to join you for a cold Jim Beam?” adds Noble.
The fully integrated campaign will be heavily supported by a range of marketing initiatives set to excite the trade and ultimately drive recruitment with Jim Beam’s core target audience. Marketing activities will include free-to-air and pay TV, social media promotions, a micro-site including content downloads as well as a robust PR campaign.
Trade activity will include an investment of over $1 million for tailored on and off-premise activations, including win-in-store and gift-with-purchase initiatives. Each promotion will have a unique take on The Dilemma – giving consumers a choice in the prize they would like to win, supported by promotional specific point-of-sale featuring Sasha and Dani from the TVC’s.
Creative Agency – The Works Sydney
Video Production – Mosaic Films
Media Agency – Razor
PR – Burson-Marsteller Australia
47 Comments
No dilemma at all, you’d go with the dark-haired bird every time.
As a member of the male gender I’d just like to say that this doesn’t make me want to drink Jim Beam.
This sucks.
Let the comments flow.. Like this dribble.
http://www.youtube.com/watch?v=N1r01V1PjgA
Same idea was done better here, years ago.
http://www.youtube.com/watch?v=Ni0PBPeyHDc
Lesson? Always type your idea into YouTube search box before presenting to client.
Hmmm… the brunette or the bloke in the blonde wig…
I CANNOT BELIEVE YOU GUYS WENT THROUGH WITH THIS – as if you didn’t know it had been done.
just pathetic.
Lame. Boring. Not funny. Unoriginal. Uncreative. Shit.
At the very least the talent should have been more natural looking – these two look like cheap strippers. Come to think of it, they actually represent the quality of the product quite well.
Can the Works just fuck off?
Maybe changing their name to The Re-Works would help.
You know it makes sense.
Im guessing the creativity in your responses tops most of the work you people do day-to-day.
Dilemma? who has the most botox?
the one in the white dress is hot – and a Top Gear fan too. Is this heaven?
Seriously? Is this an April Fools gag that’s come really late.
WOW!….
The Works are pumping out heaps of work at the moment.
Business must be good.
The Work isn’t’ !!!!
Why not just re-run the Jim Beam ‘Girlfriend’ spot from half a dozen years ago and save all those meetings and all that production money? Identical idea, but done soooooooooooo much better back then. And she really WAS sexy.
I wish this was a 60. I can’t quite get to blast off in a 30.
This is terrible. Jim Beam’s not a bad drop, but this is just terrible.
Well that was shit
I’ve got it put these girls in the Droga 5 a Renault TVC.
The camera wobbling slightly in an attempt to inject an element of spontaneity doesn’t help.
Personally not a fan, but I’m guessing this sets the bar high for the target market.
At least they could have cast a couple of hot chicks. Or even two chicks.
This is just an embarrassment.
I could drink a whole bottle of Jim Beam and still not find it funny or believable.
Half way through I thought this was an anti-drinking spot sponsored by Jim Beam.
I thought the strategy was going to be that drinking excessively can fool you into thinking even your footy loving, playstation playing, top gear loving, sweaty fishing friends can be suddenly attractive.
But no.
I don’t think bogans want to shag someone who is a bloke with nice tits.
But wait, drink Jim Beam and they will.
Glad you made that clear in the ad.
This is more than dreadful.
At least Carlsberg did it with great humour.
The endframe is the best thing about it.
Can’t they just run that for 45 seconds?
A little contrived to say the least.
That’s Michael Clarke’s girlfriend. No wonder he likes being away on cricket tours…
It’s a different enough idea to carlsberg & axe (execution is similar). I’m amazed at how many bloggers still don’t get the difference between idea and execution. Having said that, this idea is not very good.
Any bloke that adds an ‘O’ to the en of his name will love this.
No dilema here though, you’d take your shot with the brunette, then go for the blonde when Clarkey tells you to fuck off and stop hitting on his missus.
Ps. I like that she has a bogan name and spells it boganly too – Kyly… oh really?
Agree with 11:24.
This is not the same idea as Carlsberg and Ax, while they are playing on a similar theme. It’s the execution that is somewhat similar.
You can’t just look at an ad and think “chicks, tits, talking, blokeness… hey that’s the exact same idea as “.
However, while Ax was brilliant, Carlsberg was only OK and a bit contrived, this Jim Beam spot is shite. The blonde looks like a drag queen. The acting is terrible. The monologue is too staid (you just know the writers wanted to have the girls say more), and there’s no resolution, or even a set up to make the resolution obvious. There’s no actual dilemma here, unless the two girls are sitting next to each other while vying for your attention. And even then, what is the relevance of the so-called dilemma to the product? Does Jim Beam solve the problem for you? This ad would be better if the two girls (neither a drag queen) were sitting next to each other and the viewer hands each of them a JB with the hope they get a little tanked and start a pillow fight.
Dilemma solved.
I LOVE THIS
12:06, check out the Pamela Anderson stuff for … Miller Lite. Phwoah!
The only dilema is who Jim Beam should go to when they need a good advert!
Very ordinary, no real idea here at all and poorly executed. Considering how many years the Works have looked after Jim Beam you’d hope for better then this!
Wasn’t it the Works that spawned that monster of a f*ck-up for Jim Beam called Bourbon Fest that absolutely bombed a few years ago?
I’d be looking for a new agency Jim Beam boys!!
Why is this “updated”? Just to move it back up to the top of the blog for another slagging?
Even the funny ax commercial is a rip off of a comedy ‘perfect woman’ piece that went like this, and as ever, was a damn sight funnier than anything us ad people do.
The Perfect Woman would say…
The Perfect Woman would say: 1. I’ll swallow it all . . . I love the taste.2. Are you sure you’ve had enough to drink?3. I’m bored. Let’s shave my pussy!4. Oh come on, what do ya say we get a good porno movie, a case of beer, a few joints, and have my friend Tammy over for a threesome!5. God..if I don’t get to blow you soon, I swear I’m gonna bust!6. I know it’s a lot tighter back there but would you please try again?7. You’re so sexy when you’re hungover.8. I’d rather watch football and drink beer with you than go shopping.9. Let’s subscribe to Hustler.10. Would you like to watch me go down on my girlfriend?11. Say, let’s go down to the mall so you can check out women’s asses.12. I’ll be out painting the house.13. I love it when you play golf on Sunday’s, I just wish you had time to play on Saturday too.14. Honey..our new neighbor’s daughter is sunbathing again, come see!15. I’ve decided to stop wearing clothes around the house.16. No, No, I’ll take the car to have the oil changed.17. Your mother did a great job raising you.18. Do me a favor, forget the stupid Valentine’s day thing and buy yourself new clubs.19. I understand fully…
our anniversary comes every year. You go hunting with the guys, it’s a wonderful stress reliever.20. Shouldn’t you be down at the bar with your buddies?21. Not the fucking mall again, come on let’s go to that new strip joint!22. Listen, I make enough money for the both of us, why don’t you retire and get that nagging handicap down to 7 or8.23. You need your sleep ya big silly, now stop getting up for the night feedings.24. That was a great fart! Do another one!25. I signed up for yoga so that I can get my ankles behind my head for ya…
Bore off 2.47pm
Ha!! How’s the spiel, what a load of crap!!
If you don’t think that’s funnier than the ads, then I’m more than happy to turn by back on your sad fucking head. 5.11
2.47pm
you’re the kind of unfunny twat that cuts and pastes lame jokes from lad mags, and you would love to have made this shit ad.
People called themselves “creatives” and made this, i love advertising, it’s such a rort.
ad of the year for the biggest booze brand of the year
5.48 who the fuck do you think you are? Some pissy knickered failure I bet.
Utilizing chicks with big plastic tits to market booze. Who would have thought?
Brilliant work.
Some of the comments left here are a bit harsh. The concept may not be that original, but the execution was good.
terrible terrible terrible. The one where the brunette says ‘look, playstation thumb’ is the most annoying. Her voice in that 3 seconds grates on me like nails down a blackboard. Eugh *shudders*
These awful awful spots are so utterly crass, the slappers so in-yer-face and coarse, and the idea so buried, they’re the first ads I’ve seen in a long long time that actually actively work against the product. It’s anti-advertising. Extraordinary: a company paying an agency to trash its brand, and limit its market.
I actually saw them during – of all things – Downton Abbey. It was like being pissed on by drunken bogans.
can’t believe there r so many neg trolls out there, guarantee none of u have had a girl that hot in yr bed
i wouldn’t kick either one out of bed actually they can both park their slippers under my bed preferably at the same time