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Dewar's Gets Serious (And Seriously Scottish) About The Next Generation Of Drinkers

The 166-year-old blended Scotch Whiskey stakes its claim to the young’uns by getting very Scottish.

Dewar’s is a perfectly enjoyable scotch whiskey. It’s nothing fancy; it doesn’t aspire to be. But it does want to be desired by young drinkers who are just discovering brown spirits, and that’s become increasingly tough: As whiskey’s popularity rises, Dewar’s hasn’t run a TV ad since 2007 while competitors like Jameson and Johnny Walker have caught attention with aggressively off-kilter campaigns. So what’s a scotch to do? Fall back on the ol’ scotch plan: Do something that seems somehow really Scottish.

And oh, has Dewar’s got some Scottish action for you.

The new campaign from Opperman Weiss, which launches this week, is built upon spots with a recurring setup: You’re taken through urban decay, point-of-view style, and end up in the company of British actress Claire Forlani—except here, she has a heavy Scottish accent and a keen interest in trouble. She’s like a Bond villain. She lectures you with riddles that are just on the verge of insightful, like, “Are you ready to take life seriously? Because serious, it’s not always easy. But it comes with serious benefits.” Then she claws the top of a bottle of Dewar’s—it’s the same every time, a twist of the cap that sounds like knuckles cracking—and it’s not clear if she wants to sleep with you, or murder you, or both, and not necessarily in that order.

Dewar’s has different intentions, of course. It sees Forlani (or at least, her character) as a queen among men, and her speech as a siren song for the 25- to 29-year-old set. “This is really advice from the icon going out to a younger consumer in a language that this consumer can really identify with,” says Dewar’s VP and brand managing director, Arvind Krishnan. It’s the company’s argument to young guys who think of scotch as a crotchety drink—guys who, Krishnan says, respond to “irreverence, wit, and wisdom.” And apparently, salty lectures.

The first spot ends with Forlani, a Dewar’s-filled glass near her mouth, looking off camera and scolding an invisible presence: “Go back to sleep, Angus darling,” she says. Other spots end similarly, with Angus being put in his place. And who’s Angus? “Angus is a story that we will pick up as we progress this campaign,” Krishnan says, “that we will unveil primarily in digital. So stay tuned.” Though staying tuned, it’s not always easy. We’ll see what serious benefits it comes with.

Follow Jason Feifer on Twitter @heyfeifer

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35 Comments

  • JonO

    An effective put-on. That's about all I see in these ads. Attitude's great. But this is a too-thick fake Scottish accent and a woman who seems like she'd be damned miserable to be around. Get over yourselves, yuppie tough boys.

  • Kennedy77

    Her "accent" is completely unintelligible at the end of the last (Serious) commercial. I've heard it numerous times and had no clue what the broad was saying until I read this article. This is coming from someone with a Scottish father...

  • Moe Curley

    I don't know how EVERYBODY missed it. In the original commercial, when she pulled in and got out of the car, there was someone locked in the trunk! Listen close and you can hear him. You can even see someone beat on the trunk. ANGUS IS IN THE TRUNK!

    Check it out;

    http://www.youtube.com/watch?v...

  • SomeBraveApollo

    I drink other Scotch, but this commercial cracks me up.  I wish I had a man named Angus so I could drunkenly snap at him to go to sleep.

  • Keyser Soze

    I would let a Scottish-speaking Claire Forlani both sleep with AND murder me, in either order.

  • Jack Torrance

    What about the very blatant homage/ripoff of the bar from The Gold Room at the Overlook Hotel from Stanley Kubrick's 'The Shining.' What demographic does that appeal to—the lapsed alcoholic, murderous failed writer?

  • Misse

    Yeah the fake accent doesn't work. It's distracting because we know the actress - she's not some no name. Therefore we know the accent is fake. Fake never works for much of anything.

  • Keyser Soze

     Yeah except most people know her as having an American accent, which itself is fake.

  • So It Goes7

    I love internet snobs... She is smoking hot, I know she is British, and the commercial is enticing... Get over yourselves. Most of you couldn't handle a WOMAN like this.

  • Frederick J.

    For 'peats' sake Jason Scotch is whisky - 'whiskey' is Irish. Get this basic fact right if you want your comments to have any cedibility.

  • Rbarnhart

    HA HA HA HA HA HA HA HA HA HA HA 'whiskey' is Irish. As Andrea566 reported we are talking about scotch whiskey yes? HA HA HA HA HA HA, this post made my night. You know wine is French right? HA HA HA HA HA HA....