Jim Beam launches 'Devil's Cut' campaign in time for Australian footie finals

Created by independent Sydney-based agency The Works, the TV spot focuses on the process behind making Devil's Cut. 

The 30-second spot, which also has a 15-second cut-down, explains that as bourbon ages, a certain amount is lost from the barrel due to evaporation—known as the 'Angel's Share'. However, some is left trapped in the wood, and that portion, when extracted, goes into making Devil's Cut. 

The story was kept simple with little exaggeration, explained Damian Pincus, creative partner at The Works, because, "When you have a product with brand attributes that are as clear and positive as Devil’s Cut you just have to tell the story simply."

The TV ads will debut to coincide with the AFL and NRL Grand Finals on the weekend and will run across free-to-air television and subscription television channels in the five mainland state capitals. Outdoor, online, PR and point-of-sale are also included in the campaign.

"Australia is the first country to launch this world-first product, and what better time to do it than during Grand Final weekend, when family and friends get together to watch teams from the two biggest football codes battle it out for the ultimate prize," said Ray Noble, brand director, bourbon, Beam Global Australia.

Credits:

Advertiser: Jim Beam
Marketing Director: James Sykes
Brand Director: Ray Noble
Agency: The Works Sydney
Creative Partner: Damian Pincus
Creative Director: Kevin McNamara
Agency V Producer: Craig Bolles
Creative Project Leader: Lindsey Carmichael
Creative Project Manager: Maggie Diles
Director: Tim Dyroff
Production Company: ResolutionDesign
Producer: Kent Boswell
Sound: We Love Jam
Media: Unity