Ad of the Week: Jim Beam – Bold Choices

What if Willem Defoe became a trapeze artist or fashion designer instead of an actor? The choices he made along the way determined who he became. That's part of the premise behind this short film for Jim Beam, entitled "Bold Choices." It's a beautifully shot, black & white piece that details all the ways ones life can go based on the choices you make.

In the beginning we see a young Willem Defoe standing in front of two buses. One is headed to New York City and one is heading to Milwaukee. This is apparently one of the choices he makes that leads him to become a world-class actor. Much of the rest of the spot shows different versions of him and where his choices take him. Sometimes the multiple Defoes are in the same scene as in a diner where we see the one we know now and pan over to a more balding version of him in a both doing accounting work (I'm not sure if one of his choices altered his DNA or if the choice of accounting automatically causes you to lose more hair).

Some of Dofoe's choices were obviously not as good – as where he ends up shoveling elephant poo at the circus or is a grizzled back room fighter. Others had more positive effects landing him as a rich businessman or chess champ. Others are just strange, like when he becomes a sumo wrestler.

All in all, it works beautifully, though. The pictures and words are well crafted. The storyline of making bold choices as a way to become something way better than average works. And if seems to fit with the Jim Beam brand personality well. But, don't take my word for it, see for yourself

Jim Beam "Bold Choices" Cultural Movement from StrawberryFrog on Vimeo.

This week's adwas suggested via twitter by the good folks at Goodbuzz in Toronto. If you have a suggestion for Ad of the Week, simply let us know. Here. On twitter. On Facebook. Via email to info@yaffe.com. However you like.

Mike McClure. Boldly choosing to be Yaffe's Executive Creative Director & Social Media Guy