'Live True', Says Dewar's In Inspiring New Campaign
Spot By &Rosas Launches Brand's New Positioning
Published on Oct 29, 2013
This uplifting spot by whisky brand Dewar's is based on a poem entitled "So you want to be a writer" by Charles Bukowski and launches a new platform for the brand that centers on the words "live true". Created by Spanish agency &rosas, and directed by Agosto's Nacho Gayan, it focuses on people living their dreams (and is reminiscent of some of Nike's best). The spot links to a series of case studies which can be seen on the Live True website. They feature inspiring individuals (such as free climber Alex Honnold) who embody the brand's new philosophy.