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StoneSTL. Stone, I'm in agreement with you mostly, but i think Sam Elliot skews a bit old and far too Cowboy for their audience. Jon Hamm could work, but I think he's working hard not to get typecast as Don Draper. Without the slick hair, Hamm can't sell Maker's Mark, but do you know who could? Bruce Willis. Bruce has intergenerational appeal, the wise crackery of a Fallon and is a believable Bourbon drinker who could connect with younger and older folks alike who enjoy a good time at the bar. He's got a big city vibe that also appeals to small town folks. Of course I'd cut the line about "Our founder."
3 years, 10 months ago on Maker’s Mark Hires Jimmy Fallon and #FAILS
I see your point. I think the fact that he's not on camera helps with the issue you mentioned. I don't think the commercial works at all and it's not because of him. The gimmickry is repulsive and beneath the brand. It takes the rich quality imagery from the bottle and belittles it. McDonald's commercials convey the idea of craftsmanship and quality more effectively. Putting your brand in a clown suit and saying it isn't a clown, is laughable (pun intended). This is a product with great brand characteristics all handled, badly. The coolest brand attribute (the wax topper) is made to look ordinary and a bit disgusting (and not in a sexual way). The response is something to effect of, that's how the famous wax is applied? Gross! From a straight copywriting perspective, I agree, the idea could be good. The video execution made it seem like a Sprite commercial.