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Published on August 22, 2007

The promotion is called Human and is aimed at securing Johnnie Walker's place in the local market. It currently has a 73-per-cent share.

The distributor's marketing director for whiskies, Vorarat Charoonsmith, yesterday said the campaign was an extension of the eight-year-long, award-winning Keep Walking advertisements.

They "motivate and inspire consumers to make personal progress and do different things".

"Our new Human advertisements are quite a breakthrough and outstanding compared with previous commercials in the Keep Walking philosophy," he added.

The advertisements are again aimed at "executive-level and up-and-coming" consumers.

The Human ads started in July.

"Johnnie Walker Black Label presents an alternative vision of the future, where we are not superseded by artificial intelligence.

"However far technology progresses, humanity has nothing to fear. We humans have an innate drive and creativity that cannot be manufactured. Any form of artificial intelligence will never possess this essential element of humanity," said Vorarat.

He said the key message of the ads was human achievement. In the television commercials, a highly intelligent and powerful android muses on this. The distributor will buy advertising time on television and digital media as well as space in publications and outdoor sites.

Consumers are encouraged to visit the website theandroid.com, where they can register their dream achievement in a "time capsule" which will then remind on a daily basis them what they promised to achieve.

Kwanchai Rungfapaisarn

The Nation