Our new TV commercial showcasing Johnnie Walker Blue Label, True Rarity, breaks this month across Asia-Pacific.

Diageo asked us to come up with an idea that communicated Blue Label’s exquisite rarity: only 1 in 10,000 casks are hand-selected for its creation. We used a white tiger stalking the futuristic streets of Shanghai to represent the majesty, grace and rarity of the premium blended whisky.

The ad, shot on location in Shanghai and London, was directed by Zoe Cassavetes, who is well known for her work for fashion houses and luxury brands.

This campaign follows our work for Johnnie Walker Gold Label Reserve.