In a new campaign that merges a Tom Waits video with Being John Malkovich, Jim Beam's new "Bold Choice" campaign and tagline launched on US cable channels this week. The first TV commercial, "Parallels," stars actor Willem Dafoe in an array of guises (above) including fashion designer and sumo wrestler. Check out the longer spot for online after the jump.
From the brand's description for the campaign:
One of America's most iconic brands, Jim Beam, is sparking a cultural movement for bold choices. Because the bold choices we make, make us. The question is, which "us" will we choose? In the anthem for Jim Beam created by StrawberryFrog and filmed by Director Dante Ariola, Oscar-nominated actor Willem Dafoe sparks our movement by ponding that exact question.
In this film, a young Dafoe is at a crossroads, faced with a choice. To boldly leave his hometown of Appleton, Wisconsin, and head for the bright lights and long odds of an acting career in New York City, or stay put, and let fate play a leading role in deciding his future.
As he reflects on his decision, we explore the many futures that could have been — factory foreman, chess champion, aging punk, even sumo wrestler - but as Dafoe notes, in the end, there is really only choice.
"All choices lead you somewhere," Dafoe notes. "Bold choices take you where you're supposed to be."
In a related move, Jim Beam released the results of its poll to find the "25 boldest towns in America." So how does the brand define "bold"? After surveying 100,000 men nationwide, the top spot went to Spokane, Washington, based on the number of tattoos and the propensity to date one's boss.