Johnnie Walker: Time

Time brings about perfection — Johnnie Walker: Black Label signifies whiskey that has aged for 12 years.


In order to showcase the importance of age in the Johnnie Walker ad, slow motion is utilized as the whiskey drips from the bottle’s lip into an almost full glass. The depth of the filled glass is meant to imply that there is an endless supply of premium quality whiskey. It is timeless, always there filling one’s glass. The whiskey is a golden color with a black backdrop meant to signify the colors of a luxury brand–always there for a slow and tasteful libation. The targeted demographic where those upper-class men who have the money to afford an expensive. Possibly retired and living in the afterglow of their life, the brand of aged whiskey reinforces that they have earned the best of what life has to offer.