Johnnie Walker's French New Wave Spot Shows How To Pair A Star With A Director

Why Does a French New Wave Ad Work?

Creative Boom's review argues that Johnnie Walker's Sabrina Carpenter spot works because it borrows the attitude of French New Wave cinema rather than the usual whisky-ad cliches. The writer points to Damien Chazelle's direction: handheld swings of the camera, live jazz, a knowing glance at the lens and a party that seems to have no plot. The palette is warm and mid-century, and the behind-the-scenes shots add a loose, spontaneous feel that suits the reference.

For brand builders, the piece is a reminder that a celebrity alone adds little without a creative idea that fits the person. It also shows how a film reference can be adapted rather than copied, since the ad is not black and white. Brand, content and campaign teams working with talent should read it, especially if they are weighing a partnership against a stronger directorial point of view.