WEBVTT FILE 1 00:00:02.000 --> 00:00:07.000 Downloaded from YTS.MX 2 00:00:08.000 --> 00:00:13.000 Official YIFY movies site: YTS.MX 3 00:00:11.520 --> 00:00:14.000 [INDISTINCT RADIO CHATTER] 4 00:00:19.800 --> 00:00:23.080 I spent five years in Iraq reconciling bad actors, 5 00:00:23.120 --> 00:00:25.320 getting bad people to come to our side. 6 00:00:25.360 --> 00:00:27.720 -[GUNSHOTS] -[INDISTINCT SHOUTING] 7 00:00:30.040 --> 00:00:31.480 You had to meet with the bad people 8 00:00:31.520 --> 00:00:35.040 in order to find out how to get the worst people. 9 00:00:35.080 --> 00:00:36.720 [INDISTINCT CHATTER] 10 00:00:36.760 --> 00:00:39.280 [INDISTINCT RADIO CHATTER] 11 00:00:46.120 --> 00:00:49.640 PREGENT: Make sure your weapon's clean, your magazine's full, 12 00:00:49.680 --> 00:00:51.200 your magazine's been tested, 13 00:00:51.240 --> 00:00:53.720 make sure you have batteries in your night-vision googles. 14 00:00:55.560 --> 00:00:57.640 It is one thing to die by the enemy's hand, 15 00:00:57.680 --> 00:01:00.680 the other is to die stupid, in some sort of accident 16 00:01:00.720 --> 00:01:04.320 that you didn't prepare for by doing your pre-combat checks. 17 00:01:04.360 --> 00:01:06.320 [HELICOPTER HOVERING] 18 00:01:13.680 --> 00:01:17.000 You get on a helicopter in the morning, fly somewhere, 19 00:01:17.040 --> 00:01:21.280 meet with a tribal sheik that used to be part of al-Qaeda, 20 00:01:21.320 --> 00:01:23.680 then you'll go back to the international zone, 21 00:01:23.720 --> 00:01:26.680 you'll put on a suit, and you'll meet with an Iraqi official. 22 00:01:31.120 --> 00:01:34.040 The worst part of it is they knew you were coming 23 00:01:34.080 --> 00:01:35.800 because you had to plan the meeting. 24 00:01:37.520 --> 00:01:38.720 You'll be invited in the house, 25 00:01:38.760 --> 00:01:40.640 the tea will start being passed around, 26 00:01:40.680 --> 00:01:42.960 the conversation will start flowing. 27 00:01:43.000 --> 00:01:46.520 And then you just got to make sure your bull [BLEEP] detector is on 28 00:01:46.560 --> 00:01:47.920 so you know when they're lying to you 29 00:01:47.960 --> 00:01:49.280 or when they're telling you the truth. 30 00:01:52.720 --> 00:01:56.520 After a while, there's an invitation from the Iraqi, 31 00:01:56.560 --> 00:01:58.480 "Okay, let's drink." 32 00:01:58.520 --> 00:02:03.840 And at that point, it's neat, two fingers, 33 00:02:03.880 --> 00:02:07.760 everybody has a sip, the conversation is still tentative. 34 00:02:07.800 --> 00:02:10.120 And then you get to that second round, 35 00:02:10.160 --> 00:02:12.120 and then that second round, 36 00:02:12.160 --> 00:02:13.760 that's where the truth comes out. 37 00:02:19.160 --> 00:02:22.160 What was served to drink in that meeting? 38 00:02:22.200 --> 00:02:26.080 We had a budget of $250 to go and find whiskey. 39 00:02:30.720 --> 00:02:33.240 It honors them. You brought a gift. 40 00:02:33.280 --> 00:02:36.880 And you brought something that is forbidden, 41 00:02:36.920 --> 00:02:38.240 is mamnue. 42 00:02:41.080 --> 00:02:44.040 But in Baghdad, it had to be Johnnie Walker Blue. 43 00:02:49.400 --> 00:02:51.520 [LOOK AT ME NOWBY KING FLEXX] 44 00:02:57.480 --> 00:03:02.360 KEVIN KOSAR: It signifies style, it signifies success. 45 00:03:02.400 --> 00:03:04.440 JOHN HEGARTY: You've got to think about it as a movement. 46 00:03:06.120 --> 00:03:08.320 KOSAR: There is an entire demographic 47 00:03:08.360 --> 00:03:10.920 who wants to have a good time. 48 00:03:10.960 --> 00:03:15.320 Conquered much of the Western world, America, Europe. 49 00:03:15.360 --> 00:03:18.120 NASIR KHAN: It's a demigod kind of a status. 50 00:03:18.160 --> 00:03:20.000 EKOW ESHUN: Turns up in a Lady Gaga song, 51 00:03:20.040 --> 00:03:21.840 turns up in a Leonard Cohen song. 52 00:03:23.160 --> 00:03:24.800 BARRIE WILSON: Churchill, Nixon... 53 00:03:26.800 --> 00:03:29.760 JASON SOLOMONS: Someone somewhere had some Superman balls, didn't they, 54 00:03:29.800 --> 00:03:32.920 to sort of say, "Yeah, yeah, we can do this." 55 00:03:32.960 --> 00:03:37.280 Did whiskey have the same mystique before it became a star in the movies? 56 00:03:37.320 --> 00:03:39.160 I don't think it did. 57 00:03:39.200 --> 00:03:40.840 NEWSREADER: This story is criminal. 58 00:03:43.520 --> 00:03:46.760 NARRATOR: Whiskey is the reward of a long, unhurried process. 59 00:03:54.640 --> 00:03:58.720 HEGARTY: To make it a part of culture, a cultural phenomenon. 60 00:04:00.520 --> 00:04:01.640 CAPPADONNA: To come from nothing 61 00:04:01.680 --> 00:04:04.160 and make something out of ourselves, man. 62 00:04:04.200 --> 00:04:05.840 That's iconic in itself. 63 00:04:08.480 --> 00:04:10.200 ZAKK WYLDE: We can't have these scumbags 64 00:04:10.240 --> 00:04:11.840 representing our product. 65 00:04:11.880 --> 00:04:13.280 [CHUCKLING] Get out of here. 66 00:04:24.760 --> 00:04:26.720 AFSHIN MOLAVI: Probably had my first taste of it 67 00:04:26.760 --> 00:04:28.680 in Riyadh, Saudi Arabia, of all places. 68 00:04:28.720 --> 00:04:31.840 Now Riyadh, of course, is a place where alcohol is banned. 69 00:04:33.320 --> 00:04:36.680 Often at diplomatic gatherings, where alcohol was legal, 70 00:04:36.720 --> 00:04:40.240 they would try to hide the fact that they were drinking whiskey. 71 00:04:41.600 --> 00:04:43.560 We called it the golden Coca-Cola 72 00:04:43.600 --> 00:04:46.680 because it would develop this golden look about it. 73 00:04:48.600 --> 00:04:51.800 By the second or third golden Coca-Cola, 74 00:04:51.840 --> 00:04:55.920 the deputy military attache, the first secretary were swaying, 75 00:04:55.960 --> 00:04:58.560 and we called it the Coca-Cola sway. 76 00:05:04.480 --> 00:05:06.960 Oh, if this bottle could talk. 77 00:05:07.000 --> 00:05:12.600 This bottle has been witness to so much history over the past two centuries. 78 00:05:12.640 --> 00:05:15.760 This bottle has been a witness to the Industrial Revolution. 79 00:05:15.800 --> 00:05:21.000 This bottle has been witness to Winston Churchill's wartime conversations. 80 00:05:21.040 --> 00:05:25.200 This bottle was on the table as Iraqi Ba'ath Party officials 81 00:05:25.240 --> 00:05:28.480 in the Saddam Hussein era were debating their next moves 82 00:05:28.520 --> 00:05:32.360 on repressing their own people or handling the US military. 83 00:05:32.400 --> 00:05:37.480 So, in so many ways, the bottle itself, if it could talk, 84 00:05:37.520 --> 00:05:42.440 it would tell us an extraordinary history of the past two centuries. 85 00:05:42.480 --> 00:05:43.600 Hiya, Bill, what do you know? 86 00:05:44.440 --> 00:05:46.240 Hello, Rocky, what's new? 87 00:05:46.280 --> 00:05:48.280 Nothing much. A couple of whiskies. 88 00:05:53.960 --> 00:05:56.640 BARRIE WILSON: Every single country pretty much around the world 89 00:05:56.680 --> 00:05:59.640 has this iconic Scottish product. 90 00:06:00.760 --> 00:06:01.800 However, Scottish people 91 00:06:01.840 --> 00:06:03.880 can be a little bit miserable sometimes, 92 00:06:03.920 --> 00:06:05.440 and it's very, very hard to tell 93 00:06:05.480 --> 00:06:07.720 if they're happy or unhappy half the time. 94 00:06:07.760 --> 00:06:10.320 So, I think they're proud. I'm proud. 95 00:06:11.880 --> 00:06:15.920 Och! No, no, laddie. That's no way to take a dram. 96 00:06:15.960 --> 00:06:19.200 This is something that time and history has given us, 97 00:06:19.240 --> 00:06:24.960 the Scot has been marked out as the custodian of ultimate perfection. 98 00:06:29.160 --> 00:06:33.040 NICHOLAS MORGAN: For someone whose name is now known all over the world, 99 00:06:33.080 --> 00:06:35.880 John Walker is one of the most remarkably 100 00:06:35.920 --> 00:06:38.360 anonymous characters in history. 101 00:06:41.560 --> 00:06:44.240 So John's father was a tenant at a farm 102 00:06:44.280 --> 00:06:46.640 just outside Kilmarnock called Todriggs Farm. 103 00:06:46.680 --> 00:06:48.720 He died young. 104 00:06:48.760 --> 00:06:52.200 John was only 14, and the goods of the farm, 105 00:06:52.240 --> 00:06:54.840 the cows and the seeds and all that, were sold, 106 00:06:54.880 --> 00:06:56.960 and that was John's inheritance. 107 00:06:57.000 --> 00:07:01.240 And that money is invested in 1820 in a grocer's shop in Kilmarnock 108 00:07:02.800 --> 00:07:07.040 that is a very prosperous grocery business, 109 00:07:07.080 --> 00:07:09.520 which specializes in blending. 110 00:07:09.560 --> 00:07:11.080 [PEPPY MUSIC] 111 00:07:16.960 --> 00:07:20.360 It was incumbent upon grocers to bring things in, blend them, 112 00:07:20.400 --> 00:07:25.440 mix them to get the distinctive product to give to their customers. 113 00:07:25.480 --> 00:07:28.720 Tea, principally, was the product in the 1820s. 114 00:07:28.760 --> 00:07:30.840 When John started blending whiskey, 115 00:07:30.880 --> 00:07:34.640 he would have been applying those skills that he learned from tea. 116 00:07:36.240 --> 00:07:39.720 WILSON: You're taking over 40 different whiskies together, 117 00:07:39.760 --> 00:07:41.040 and each of these whiskies 118 00:07:41.080 --> 00:07:44.200 has a completely unique and different character. 119 00:07:44.240 --> 00:07:48.880 Bunches of apples and pears, chocolate and honey... 120 00:07:48.920 --> 00:07:52.440 So you're actually blending these together to create something quite magical. 121 00:07:57.320 --> 00:08:00.040 Blending was illegal back then. 122 00:08:00.080 --> 00:08:02.720 But even ten years ago, I nearly got punched 123 00:08:02.760 --> 00:08:05.880 for mixing a ginger ale in a Johnnie Walker. 124 00:08:05.920 --> 00:08:10.120 So imagine 200 years ago what would have happened. 125 00:08:10.160 --> 00:08:12.360 MAN: It's alive! It's loose! 126 00:08:12.400 --> 00:08:15.200 We've done it, Charles. We've done it. 127 00:08:15.240 --> 00:08:17.360 You've got to ruffle a few feathers, I think, 128 00:08:17.400 --> 00:08:20.440 if you're a creative genius like he was. 129 00:08:23.080 --> 00:08:25.600 ALICE LASCELLES: There's an amazing alchemy that happens. 130 00:08:25.640 --> 00:08:28.120 As you bring those different components together, 131 00:08:28.160 --> 00:08:30.320 they'll often create a new thing. 132 00:08:30.360 --> 00:08:34.120 There's this mystery at the heart of whiskey-making. 133 00:08:34.160 --> 00:08:37.960 There's a whole lot about distilling we don't understand. Nobody does. 134 00:08:38.000 --> 00:08:40.400 [ELECTRICITY CRACKLES] 135 00:08:40.440 --> 00:08:44.960 JOHN WILLIAMS: In 200 years, we've only had six master blenders. 136 00:08:45.000 --> 00:08:49.600 In that same period of time, there's been 40 US Presidents. 137 00:08:49.640 --> 00:08:55.560 I just love that dichotomy of the scale and availability of Johnnie Walker. 138 00:08:55.600 --> 00:09:00.680 But yet, it's led by this small group of passionate people. 139 00:09:03.600 --> 00:09:05.360 We're working with this ever-changing palate, 140 00:09:05.400 --> 00:09:06.920 so it's never the same. 141 00:09:06.960 --> 00:09:09.440 Every time you look at it, it's a snapshot in time. 142 00:09:09.480 --> 00:09:12.480 And each time they're being brought together in a slightly different way, 143 00:09:12.520 --> 00:09:15.080 but always creates the same whiskey that you get in the bottle each time. 144 00:09:16.920 --> 00:09:19.840 You always learn from the past, but then you think about the future 145 00:09:19.880 --> 00:09:21.320 because we're laying down stocks 146 00:09:21.360 --> 00:09:24.240 that may not be consumed for another, say, 12 years. 147 00:09:26.920 --> 00:09:28.920 People in the past have been snooty about blends, 148 00:09:28.960 --> 00:09:30.960 but actually when you think about what it takes 149 00:09:31.000 --> 00:09:33.720 in terms of gathering from different sources, 150 00:09:33.760 --> 00:09:35.480 they were really smart. 151 00:09:35.520 --> 00:09:37.320 The only whiskey they had available before 152 00:09:37.360 --> 00:09:39.280 would change every time they tried it. 153 00:09:39.320 --> 00:09:43.480 And they were able to ensure that the blend tasted the same. 154 00:09:43.520 --> 00:09:47.040 WILSON: Unfortunately, right now, blends are seen inferior 155 00:09:47.080 --> 00:09:51.920 to single malts by, you know, those people who just see an age statement 156 00:09:51.960 --> 00:09:54.600 and think that, you know, the older, the better. 157 00:09:54.640 --> 00:09:56.280 Don't listen to these guys. 158 00:09:56.320 --> 00:10:00.640 It's about the bartenders, the chefs, the guys who make it. 159 00:10:00.680 --> 00:10:04.360 [CHUCKLES] Listen to them, you know, don't listen to Tony in the pub. 160 00:10:04.400 --> 00:10:06.960 Tony knows [BLEEP] all. [LAUGHING] 161 00:10:07.000 --> 00:10:08.520 What can I get you, sir? 162 00:10:08.560 --> 00:10:10.680 Oh, uh, whisky and gin. 163 00:10:10.720 --> 00:10:12.360 Whiskey and gin. 164 00:10:15.600 --> 00:10:17.680 CAPPADONNA: To create these iconic blends 165 00:10:17.720 --> 00:10:21.560 you have to keep poking at it and poking at it. 166 00:10:21.600 --> 00:10:25.200 The more you blend it in and blend it up together, 167 00:10:25.240 --> 00:10:28.920 I mean, you are guaranteed to come with something good, man. 168 00:10:31.920 --> 00:10:35.440 To come from nothing and make something out of ourselves, man. 169 00:10:35.480 --> 00:10:37.680 That's iconic in itself. 170 00:10:41.960 --> 00:10:45.720 MORGAN: The most important asset that you have as a grocer is your name. 171 00:10:45.760 --> 00:10:49.320 Because with your name comes all the trust and the respect. 172 00:10:49.360 --> 00:10:51.320 So, it's natural that when you make your whiskey, 173 00:10:51.360 --> 00:10:53.240 you are going to call it "John Walker's whiskey." 174 00:10:57.000 --> 00:11:00.200 Brands existed because we industrialized. 175 00:11:00.240 --> 00:11:03.480 We moved from the countryside into cities. 176 00:11:03.520 --> 00:11:06.120 So, if you were buying something from your neighbor, 177 00:11:06.160 --> 00:11:08.080 if it was wrong, you'd go over and, 178 00:11:08.120 --> 00:11:10.240 "Oi! You've just sold me something that is no good." 179 00:11:10.280 --> 00:11:11.560 Whereas, once you moved to a city, 180 00:11:11.600 --> 00:11:13.480 you weren't necessarily buying from around you. 181 00:11:13.520 --> 00:11:18.200 So brands emerged as a way of providing you with the things you needed, 182 00:11:18.240 --> 00:11:21.440 but at their core, their trust. 183 00:11:21.480 --> 00:11:27.400 I can trust that company, that person to deliver what they're saying. 184 00:11:32.000 --> 00:11:35.240 MORGAN: Behind his grocery shop, the Kilmarnock Water runs. 185 00:11:35.280 --> 00:11:38.680 and in 1852, out of nowhere, there's a massive flood. 186 00:11:38.720 --> 00:11:43.520 Businesses where John Walker's were would have been washed away. 187 00:11:43.560 --> 00:11:46.000 But five years later, when John dies, 188 00:11:46.040 --> 00:11:48.800 he leaves behind him this very prosperous business. 189 00:11:50.800 --> 00:11:53.000 These people are from Kilmarnock. It's a tough place. 190 00:11:53.040 --> 00:11:55.400 West of Scotland's a tough place. 191 00:11:55.440 --> 00:11:58.880 I mean, people are very resilient to what life throws at you. 192 00:11:58.920 --> 00:12:00.040 You have to be. 193 00:12:01.080 --> 00:12:02.560 It's all about resilience. 194 00:12:09.440 --> 00:12:12.880 CAPPADONNA: You gotta be resilient, man. You gotta be flexible. 195 00:12:13.680 --> 00:12:15.200 When times are hard, man, 196 00:12:15.240 --> 00:12:19.720 you just got to be ready for the changes when they come. 197 00:12:19.760 --> 00:12:23.840 You know, there's another name for the whiskey. They call it spirits. 198 00:12:23.880 --> 00:12:26.120 It's good spirits, man. [CHUCKLES] 199 00:12:29.040 --> 00:12:31.600 MOLAVI: As Johnnie Walker began to rise, 200 00:12:31.640 --> 00:12:34.960 in many ways, it mimicked the rise of Europe, 201 00:12:35.000 --> 00:12:39.040 Johnnie Walker rode the wave of the Industrial Revolution. 202 00:12:39.080 --> 00:12:43.440 Johnnie Walker also rode the wave of the British Empire. 203 00:12:43.480 --> 00:12:45.760 [CHUCKLING] It was always 5:00 somewhere. 204 00:12:52.840 --> 00:12:56.360 One of the biggest changes during that period 205 00:12:56.400 --> 00:13:04.680 is this sense of opportunity that this expanding world brings with it. 206 00:13:04.720 --> 00:13:08.520 The interesting thing, if you look at how these markets seem to grow, 207 00:13:08.560 --> 00:13:11.360 is that it follows the discovery of mineral wealth, 208 00:13:11.400 --> 00:13:14.040 and in 19th century, that is gold. 209 00:13:16.400 --> 00:13:21.600 The British Empire is the biggest trading unit the world has ever seen 210 00:13:21.640 --> 00:13:24.560 and taking expat Scots all over the world, 211 00:13:24.600 --> 00:13:27.040 and one of the things that many expat Scots 212 00:13:27.080 --> 00:13:30.560 take with them is a liking of whiskey. 213 00:13:33.000 --> 00:13:34.680 WILSON: It was the first global brand, 214 00:13:34.720 --> 00:13:38.920 even before Coca-Cola was on the shores of multiple countries, 215 00:13:38.960 --> 00:13:43.160 and the way they've done that is basically bartering and bargaining with the ships. 216 00:13:44.560 --> 00:13:46.720 I can just imagine these ships, you know, 217 00:13:46.760 --> 00:13:50.240 sailing across the oceans, and the Johnnie Walker in those ships 218 00:13:50.280 --> 00:13:53.280 must have been very tempting to the whole crew. [CHUCKLES] 219 00:13:53.320 --> 00:13:55.680 And it'd be interesting to see the depletions by the time 220 00:13:55.720 --> 00:13:57.600 they got to somewhere like Australia. 221 00:14:02.520 --> 00:14:04.800 [SERENE MUSIC] 222 00:14:24.920 --> 00:14:26.800 [INDISTINCT ANNOUNCEMENT ON PA] 223 00:14:34.480 --> 00:14:36.480 [SITHU THET SPEAKING BURMESE] 224 00:16:11.680 --> 00:16:13.120 [INDISTINCT CHEERING] 225 00:16:44.840 --> 00:16:46.280 SOPHIA BUSH: [IN ENGLISH] When you think about human history 226 00:16:46.320 --> 00:16:49.200 and all the terrible things we've done to each other, 227 00:16:49.240 --> 00:16:50.760 when something for hundreds of years 228 00:16:50.800 --> 00:16:54.600 can carry a positive connotation, 229 00:16:54.640 --> 00:16:58.880 is something that people can continue to be proud of, that's rare. 230 00:16:58.920 --> 00:17:03.080 For an idea to survive for that long 231 00:17:03.120 --> 00:17:06.560 means it's got something kind of magic about it. 232 00:17:06.600 --> 00:17:09.040 That's why certain books are classics, 233 00:17:09.080 --> 00:17:11.200 that's why certain movies never got old. 234 00:17:11.240 --> 00:17:14.240 That's why Johnnie Walker is, we talk about the iconography, 235 00:17:14.280 --> 00:17:18.400 but it's iconic. The brand is actually iconic. 236 00:17:24.280 --> 00:17:26.400 When you are a part of someone's life, 237 00:17:26.440 --> 00:17:29.440 as you are when you are the whiskey people drink at home, 238 00:17:29.480 --> 00:17:31.960 or the whiskey they drink after work with friends, 239 00:17:32.000 --> 00:17:35.440 you're actually present for really intimate moments, 240 00:17:35.480 --> 00:17:39.600 and thus, you're a part of that intimacy itself. 241 00:17:43.640 --> 00:17:46.960 When you become part of someone's experience, 242 00:17:47.000 --> 00:17:49.080 part of someone's story, 243 00:17:49.120 --> 00:17:51.600 you mean something to those people. 244 00:17:55.640 --> 00:17:57.480 [INAUDIBLE] 245 00:18:01.800 --> 00:18:07.280 It was John Walker's son Alexander that really took the brand global. 246 00:18:07.320 --> 00:18:12.720 He set up shop in London, and he created this myth around Johnnie Walker. 247 00:18:12.760 --> 00:18:15.880 This myth around this idea that this is an aspirational drink. 248 00:18:15.920 --> 00:18:19.280 You have arrived if you can drink Johnnie Walker. 249 00:18:19.320 --> 00:18:21.520 So he was a marketing genius. 250 00:18:23.600 --> 00:18:25.320 MORGAN: You have a growing middle class 251 00:18:25.360 --> 00:18:30.520 who've got increasingly disposable income to spend on small luxuries. 252 00:18:30.560 --> 00:18:35.120 It's this idea that whiskey is associated with status, 253 00:18:35.160 --> 00:18:37.480 is a sign that you have arrived. 254 00:18:40.840 --> 00:18:43.400 CHRISTINE McCAFFERTY: Alexander's one of my heroes. 255 00:18:43.440 --> 00:18:45.320 John Walker is our founding father. 256 00:18:45.360 --> 00:18:48.840 He set up the business. He started making his whiskies. 257 00:18:48.880 --> 00:18:50.680 It's John's name on the bottle. 258 00:18:50.720 --> 00:18:54.040 But without Alexander, his son, and then the generation that came after, 259 00:18:54.080 --> 00:18:55.240 we wouldn't have the business. 260 00:18:56.120 --> 00:18:57.800 And I think Alexander was key 261 00:18:57.840 --> 00:19:01.280 in making what was quite a small grocery shop selling whiskies 262 00:19:01.320 --> 00:19:03.160 a much more commercial venture. 263 00:19:07.080 --> 00:19:08.400 MORGAN: The first thing that he did 264 00:19:08.440 --> 00:19:12.440 was have this label at a funny angle on the bottle. 265 00:19:12.480 --> 00:19:16.280 And it very simply said, "John Walker & Sons Old Highland Whiskey." 266 00:19:16.320 --> 00:19:20.240 Around the same time, he introduced a square bottle. 267 00:19:20.280 --> 00:19:23.200 You could get more square bottles into a case, 268 00:19:23.240 --> 00:19:25.800 and therefore, more cases onto a boat. 269 00:19:27.320 --> 00:19:29.000 There were no rules. 270 00:19:29.040 --> 00:19:33.000 No one had done what people like John, Alexander Walker, 271 00:19:33.040 --> 00:19:35.160 in particular Alexander Walker, did. 272 00:19:35.200 --> 00:19:40.080 No one had done it in the past, so they made the rules as they went on. 273 00:19:40.120 --> 00:19:44.560 The Johnnie Walker bottle has by and large stayed the same 274 00:19:44.600 --> 00:19:47.680 for most of its history. And so what that means is, 275 00:19:47.720 --> 00:19:50.360 Johnnie Walker itself has this Zelig-like quality, 276 00:19:50.400 --> 00:19:54.000 which is to say that it could appear at different moments in time and culture, 277 00:19:54.040 --> 00:19:57.440 but it can also be the same across all of those. 278 00:19:57.480 --> 00:20:01.400 I think it speaks trans-historically. 279 00:20:01.440 --> 00:20:07.240 NARRATOR: People, people from all walks of life on any old street, 280 00:20:07.280 --> 00:20:10.840 wherever they might be, people like... 281 00:20:10.880 --> 00:20:12.560 Good old Johnnie Walker. 282 00:20:13.480 --> 00:20:15.560 It was something more than luck 283 00:20:15.600 --> 00:20:17.840 that brought us up through the years 284 00:20:17.880 --> 00:20:20.240 Though Lady Luck had a lot to do with it. 285 00:20:21.640 --> 00:20:23.880 [GENTLE MUSIC] 286 00:20:29.760 --> 00:20:31.720 MOLAVI: In the mid-to-late 19th century, 287 00:20:31.760 --> 00:20:34.960 there was a devastating insect pest 288 00:20:35.000 --> 00:20:38.080 that hit most of France's vineyards, 289 00:20:38.120 --> 00:20:42.840 and something like three-fourths of France's vineyards lost their production. 290 00:20:42.880 --> 00:20:44.960 Well, what did that mean? 291 00:20:45.000 --> 00:20:47.520 That meant that a lot of the wine 292 00:20:47.560 --> 00:20:50.080 that made its way to Victorian England, 293 00:20:50.120 --> 00:20:52.360 and particularly a lot of the brandy 294 00:20:52.400 --> 00:20:54.640 that made its way to Victorian England, 295 00:20:54.680 --> 00:20:56.880 was no longer available. 296 00:20:56.920 --> 00:21:00.560 Enter whiskey. Enter Johnnie Walker. 297 00:21:00.600 --> 00:21:04.800 It was a market opportunity that was created 298 00:21:04.840 --> 00:21:06.960 by the loss of another competitor. 299 00:21:14.520 --> 00:21:17.240 It's a very interesting one. How does a brand go from 300 00:21:17.280 --> 00:21:21.760 being a regarded brand to being an iconic brand? 301 00:21:21.800 --> 00:21:23.880 You have to have a sense of purpose. 302 00:21:23.920 --> 00:21:27.240 You have to have a sense of value. 303 00:21:27.280 --> 00:21:33.680 And in a way, you're that sort of captain of a ship in a stormy sea. You stay calm, 304 00:21:33.720 --> 00:21:36.440 you stay certain, certain in your ways. 305 00:21:36.480 --> 00:21:38.560 And over time, you then become iconic. 306 00:21:38.600 --> 00:21:40.560 You become somebody that people want to follow, 307 00:21:40.600 --> 00:21:43.120 because you have a certainty about you. 308 00:21:43.160 --> 00:21:44.960 [HEAVY METAL MUSIC] 309 00:21:53.800 --> 00:21:56.760 I guess it's one of the few jobs that it's not frowned upon 310 00:21:56.800 --> 00:21:59.200 when you're drinking on the job. [CHUCKLES] 311 00:21:59.240 --> 00:22:02.920 If you stick three bottles of booze in your body, and then 312 00:22:02.960 --> 00:22:06.440 a case of beer and spin them around a couple of times and just watch them go, 313 00:22:06.480 --> 00:22:08.640 pretty much gonna be chances of more chaos happening 314 00:22:08.680 --> 00:22:12.320 than, you know, having maybe a double espresso. 315 00:22:14.800 --> 00:22:16.920 Well, the reason why it was called Black Label Society, 316 00:22:16.960 --> 00:22:18.920 we like music and we like getting hammered. 317 00:22:20.520 --> 00:22:22.800 We had these grand plans. 318 00:22:22.840 --> 00:22:26.800 I go, "Hopefully, we'll get an endorsement from Johnnie Walker." 319 00:22:26.840 --> 00:22:29.240 [CHUCKLES] And then we'll have it served at all the gigs, 320 00:22:29.280 --> 00:22:30.800 and then we'll get, you know... 321 00:22:30.840 --> 00:22:32.800 We'll just be swimming in the stuff, you know what I mean? 322 00:22:32.840 --> 00:22:35.080 Actually, we'll have a pool in the backyard 323 00:22:35.120 --> 00:22:39.520 which is shaped like Johnnie Walker with Johnnie Walker. 324 00:22:39.560 --> 00:22:43.320 What they said was, "We have a reputable brand here. 325 00:22:43.360 --> 00:22:47.240 "We can't have these scumbags representing our product. 326 00:22:47.280 --> 00:22:49.080 "Get out of here." 327 00:22:49.120 --> 00:22:53.040 I could see that board meeting. That lasted about maybe three seconds. 328 00:22:53.080 --> 00:22:55.120 [LAUGHING] 329 00:23:05.320 --> 00:23:10.480 MORGAN: When Alexander dies, Alexander's two sons, Jack and George, 330 00:23:10.520 --> 00:23:15.360 his younger son Alexander is also brought into the business. 331 00:23:15.400 --> 00:23:20.800 Flamboyant, they were not, and they were also, I think, very put out 332 00:23:20.840 --> 00:23:24.160 when they began to realize that their consumers, in fact, 333 00:23:24.200 --> 00:23:27.880 had given their business a name, which was Johnnie Walker, 334 00:23:27.920 --> 00:23:34.840 which the family hated because they felt it was disrespectful to the founder. 335 00:23:34.880 --> 00:23:38.720 But to exploit this name that already existed in popular culture 336 00:23:38.760 --> 00:23:40.880 was the thing that the business had to do 337 00:23:40.920 --> 00:23:43.000 for the huge success of the brand. 338 00:23:49.200 --> 00:23:53.240 WILSON: It was in a restaurant/cafe in 1909 339 00:23:53.280 --> 00:23:55.400 where the family met 340 00:23:55.440 --> 00:23:58.680 an illustrator called Tom Browne. 341 00:23:58.720 --> 00:24:00.480 Back in 1909, 342 00:24:00.520 --> 00:24:02.640 just over a drink and over a lunch 343 00:24:02.680 --> 00:24:04.080 and within 10 minutes, 344 00:24:04.120 --> 00:24:06.360 he sketched the striding man, 345 00:24:06.400 --> 00:24:10.840 which is still on every single bottle of Johnnie Walker to this day. 346 00:24:10.880 --> 00:24:15.360 That, for me, was that moment that Johnnie Walker really started walking. 347 00:24:18.120 --> 00:24:20.360 [UPBEAT MUSIC] 348 00:24:27.600 --> 00:24:29.880 McCAFFERTY: A lot of Scotch whiskey brands around at that time, 349 00:24:29.920 --> 00:24:32.240 a lot of them using quite traditional cues 350 00:24:32.280 --> 00:24:36.120 to communicate about their brands, "How can we be different? 351 00:24:36.160 --> 00:24:40.880 "But how can we have something that people can really build a relationship with?" 352 00:24:40.920 --> 00:24:43.080 So he is like a living, breathing character 353 00:24:43.120 --> 00:24:45.320 of the brand. He is Johnnie Walker. 354 00:24:47.400 --> 00:24:50.080 What Johnnie Walker did was they said, "We want a symbol 355 00:24:50.120 --> 00:24:52.720 "that stands for what we are." 356 00:24:52.760 --> 00:24:55.080 The striding man became that, 357 00:24:55.120 --> 00:24:59.840 that symbol of progress, that symbol of moving forward. 358 00:24:59.880 --> 00:25:02.680 The great thing for Johnnie Walker is you've gone beyond whiskey, 359 00:25:02.720 --> 00:25:05.320 you're now Johnnie Walker, and that's a great achievement. 360 00:25:10.840 --> 00:25:14.440 Oh, man, the spirit of the striding man is to keep moving. 361 00:25:15.600 --> 00:25:17.720 You've got to keep moving, you know. 362 00:25:17.760 --> 00:25:20.200 If you stop, you drop. 363 00:25:21.360 --> 00:25:23.240 That's what the walk is all about. 364 00:25:26.400 --> 00:25:28.840 SEAN MIYASHIRO: Striding is... You're not walking. 365 00:25:28.880 --> 00:25:31.640 You're striding, you're walking confidently with a purpose, 366 00:25:31.680 --> 00:25:33.480 with a little pep in your step. 367 00:25:33.520 --> 00:25:37.640 And I think that, you know, the striding man is fashionable, 368 00:25:37.680 --> 00:25:40.080 he's got some zest, he's got some swagger. 369 00:25:40.120 --> 00:25:43.400 And I think that individuality and being a visionary, 370 00:25:43.440 --> 00:25:46.800 and having a place to go and all those things combined 371 00:25:46.840 --> 00:25:48.280 make it incredibly aspirational. 372 00:25:53.680 --> 00:25:56.640 MOLAVI: The key moment of alchemy is when Johnnie Walker 373 00:25:56.680 --> 00:25:59.520 fused its brand with aspiration. 374 00:25:59.560 --> 00:26:03.240 Because there is nothing more human than aspiring to a better life, 375 00:26:03.280 --> 00:26:05.760 to walking forward, to leaning forward. 376 00:26:08.520 --> 00:26:10.840 You are not drinking a glass of whiskey, 377 00:26:10.880 --> 00:26:13.800 you are drinking a glass of aspiration. 378 00:26:27.520 --> 00:26:30.840 ED DAVIES: Johnnie Walker has always been a huge brand here in Brazil. 379 00:26:30.880 --> 00:26:32.560 It's one of the most name-checked brands 380 00:26:32.600 --> 00:26:35.840 in a funk ostentacao style of music, 381 00:26:35.880 --> 00:26:39.200 which is a kind of Brazilian hip-hop. 382 00:26:39.240 --> 00:26:41.480 It appears in all the music videos, 383 00:26:41.520 --> 00:26:43.200 you'll see a bunch of dancing girls 384 00:26:43.240 --> 00:26:45.160 and they'll be literally holding the bottle in their hand, 385 00:26:45.200 --> 00:26:47.760 waving it at the camera. 386 00:26:47.800 --> 00:26:50.040 Johnnie Walker is a brand that kind of cuts across 387 00:26:50.080 --> 00:26:53.880 all the different strata of Brazilian society, you know? 388 00:26:53.920 --> 00:26:56.680 And Brazil is a really stratified society. 389 00:26:58.320 --> 00:27:01.080 Brazil since the '90s had a huge economic leap 390 00:27:01.120 --> 00:27:03.880 where a lot of people suddenly had spending power 391 00:27:03.920 --> 00:27:05.440 that they didn't have before. 392 00:27:05.480 --> 00:27:08.160 And so the way for them to express that, 393 00:27:08.200 --> 00:27:10.680 their new kind of success and their new affluence 394 00:27:10.720 --> 00:27:13.520 is exactly through these brands that they can now afford, 395 00:27:13.560 --> 00:27:15.120 that they never used to be able to. 396 00:27:16.120 --> 00:27:18.120 [SPEAKING PORTUGUESE] 397 00:27:36.080 --> 00:27:38.040 [INSPIRATIONAL MUSIC] 398 00:27:47.200 --> 00:27:49.200 [SPEAKING PORTUGUESE] 399 00:28:09.160 --> 00:28:10.840 [ALL CHANTING IN PORTUGUESE] 400 00:28:25.360 --> 00:28:28.680 DAVIES: [IN ENGLISH] The protest started off about a 20-cent rise 401 00:28:28.720 --> 00:28:30.680 in the price of a bus fare in Sao Paulo. 402 00:28:32.160 --> 00:28:33.440 And the impact that would have, 403 00:28:33.480 --> 00:28:35.120 particularly on the poor communities 404 00:28:35.160 --> 00:28:38.480 who have to travel a long way to get to and from their jobs. 405 00:28:45.960 --> 00:28:49.360 It was really violently subdued by the police. 406 00:28:49.400 --> 00:28:52.200 They fired tear gas, rubber bullets. 407 00:28:57.360 --> 00:28:58.880 [LOUD GUNSHOT] 408 00:28:58.920 --> 00:29:01.760 More and more people started coming out in the streets. 409 00:29:01.800 --> 00:29:05.440 The larger the protest got, the more it started to become just about 410 00:29:05.480 --> 00:29:08.360 the social and political problems that Brazil has. 411 00:29:10.520 --> 00:29:13.560 The phrase gigante esta acordado, the giant has awoken, 412 00:29:13.600 --> 00:29:17.120 became one of the kind of catchphrases of that protest movement. 413 00:29:22.560 --> 00:29:24.120 [SPEAKING PORTUGUESE] 414 00:29:46.640 --> 00:29:49.000 [INDISTINCT SHOUTING AND CHANTING] 415 00:29:51.320 --> 00:29:56.280 [IN ENGLISH] The movement started to get appropriated by so many different groups. 416 00:29:56.320 --> 00:29:58.880 You know, you had communists on one side 417 00:29:58.920 --> 00:30:02.960 and white supremacists on the other side, 418 00:30:03.000 --> 00:30:06.160 instead of being a movement that unified the whole of Brazil, 419 00:30:06.200 --> 00:30:09.000 it became something that actually divided brazil even more. 420 00:30:13.680 --> 00:30:16.240 [SPEAKING PORTUGUESE] 421 00:30:23.560 --> 00:30:24.640 [CHUCKLES] 422 00:30:26.560 --> 00:30:27.680 [LAUGHS] 423 00:30:43.520 --> 00:30:45.600 MORGAN: [IN ENGLISH] During the First World War, 424 00:30:45.640 --> 00:30:48.120 the price of whiskey had soared 425 00:30:48.160 --> 00:30:51.960 through constant increases in government duty. 426 00:30:52.000 --> 00:30:54.360 The availability of whiskey had declined 427 00:30:54.400 --> 00:30:57.440 because distilling was almost entirely stopped. 428 00:30:57.480 --> 00:31:00.920 The fear that the government had was that munitions workers 429 00:31:00.960 --> 00:31:03.440 in industrial areas such as Clydeside 430 00:31:03.480 --> 00:31:07.600 were going into pubs, buying cheaper, young whiskies, 431 00:31:07.640 --> 00:31:11.360 and as a result of excessive consumption, 432 00:31:11.400 --> 00:31:15.600 unable to work, and therefore putting the war effort in danger, 433 00:31:15.640 --> 00:31:18.160 which leads to a number of restrictions 434 00:31:18.200 --> 00:31:19.960 that are placed on the industry. 435 00:31:22.400 --> 00:31:24.400 Already a very complex backdrop 436 00:31:24.440 --> 00:31:27.000 onto which the influenza pandemic 437 00:31:27.040 --> 00:31:29.920 following the First World War was added. 438 00:31:31.840 --> 00:31:36.360 When it came to celebrating the company's centenary in 1920, 439 00:31:36.400 --> 00:31:40.000 in some respects, they were very muted about it. 440 00:31:40.040 --> 00:31:43.760 But the one thing I think they did do was go out to the world 441 00:31:43.800 --> 00:31:46.600 with a very optimistic message. 442 00:31:52.040 --> 00:31:55.040 It's interesting that during the first centennial 443 00:31:55.080 --> 00:31:57.680 of Johnnie Walker in 1920, 444 00:31:57.720 --> 00:31:58.920 their advertisements 445 00:31:58.960 --> 00:32:01.320 were quite clear on the philosophy, 446 00:32:01.360 --> 00:32:04.120 which was "Still going strong." 447 00:32:04.160 --> 00:32:08.040 These were people who kept looking for ways to move the product. 448 00:32:09.800 --> 00:32:11.640 [BUGLE JINGLE PLAYS] 449 00:32:11.680 --> 00:32:13.080 NEWSREADER: And this story is criminal. 450 00:32:13.120 --> 00:32:14.760 Ten thousand gallons of whiskey, 451 00:32:14.800 --> 00:32:16.400 wine, and beer are chucked away, 452 00:32:16.440 --> 00:32:19.680 bust up, destroyed and wasted in New York. 453 00:32:19.720 --> 00:32:23.280 LASCELLES: During Prohibition, from 1920 to 1933, 454 00:32:23.320 --> 00:32:27.440 it was illegal for American distilleries to make whiskey, 455 00:32:27.480 --> 00:32:29.960 but people still wanted to drink hard liquor. 456 00:32:30.000 --> 00:32:32.680 So there was suddenly this big gap in the market for booze. 457 00:32:34.880 --> 00:32:38.280 KOSAR: On the books, we had laws saying, 458 00:32:38.320 --> 00:32:42.920 you're not allowed to drink, but everyone was drinking. 459 00:32:42.960 --> 00:32:47.280 A lot of what was being sold by illicit producers was dangerous. 460 00:32:47.320 --> 00:32:50.560 So Johnnie Walker was moved in through the country through Canada 461 00:32:50.600 --> 00:32:54.200 and also through the Gulf of Mexico, came on up through the South. 462 00:32:55.840 --> 00:32:59.720 When you have a small Caribbean nation that's largely poor, 463 00:32:59.760 --> 00:33:04.040 there's no way that that population is consuming all that alcohol. 464 00:33:04.080 --> 00:33:06.640 It's clearly coming in and moving off. 465 00:33:10.440 --> 00:33:13.800 You had a lot of whiskey smugglers who were bringing whiskey 466 00:33:13.840 --> 00:33:18.320 into the United States, and the square bottle fit very neatly 467 00:33:18.360 --> 00:33:20.280 inside a hollowed-out loaf of bread. 468 00:33:30.200 --> 00:33:33.440 LASCELLES: When Scotch was being tasted against bathtub gin, 469 00:33:33.480 --> 00:33:36.080 it probably came out of the comparison pretty well. 470 00:33:36.120 --> 00:33:37.520 And so it gained this real reputation 471 00:33:37.560 --> 00:33:40.600 for quality and finesse and desirability. 472 00:33:40.640 --> 00:33:43.200 And so, by the end of Prohibition, 473 00:33:43.240 --> 00:33:46.200 there was this whole new generation of Scotch whiskey drinkers 474 00:33:46.240 --> 00:33:49.480 and I believe that by the end of the '30s, 475 00:33:49.520 --> 00:33:55.280 America accounted for something like 60% of all Scotch whiskey exports. 476 00:33:55.320 --> 00:33:57.840 [INQUISITIVE MUSIC] 477 00:34:05.520 --> 00:34:08.760 NARRATOR: Whiskey is the reward of a long, unhurried process, 478 00:34:08.800 --> 00:34:11.760 during which the utmost care is taken to ensure 479 00:34:11.800 --> 00:34:15.000 that the highest standard of quality is maintained, 480 00:34:15.040 --> 00:34:18.320 then and only then is the blended whiskey ready 481 00:34:18.360 --> 00:34:21.840 for bottling, inspection, and packing into the cases 482 00:34:21.880 --> 00:34:25.040 in which it will find its way to every part of the world. 483 00:34:26.920 --> 00:34:32.120 Whiskey distillers must be the best geopolitical risk practitioners 484 00:34:32.160 --> 00:34:35.000 to think that 12 years from now, 15 years from now, 485 00:34:35.040 --> 00:34:36.560 there's going to be a market. 486 00:34:36.600 --> 00:34:39.080 You either have extraordinary confidence in your product, 487 00:34:39.120 --> 00:34:44.120 or you have an extraordinary ability to forecast geopolitical events. 488 00:34:44.160 --> 00:34:46.720 I think it's the former rather than the latter. 489 00:34:50.640 --> 00:34:53.560 BEVERIDGE: I think if you look at the history of Johnnie Walker, 490 00:34:53.600 --> 00:34:55.080 it is the story of adaption 491 00:34:55.120 --> 00:34:58.080 -to what prevails at the current time. -Mmm. 492 00:34:58.120 --> 00:35:01.360 We have to adapt to the present, but we also have to think about 493 00:35:01.400 --> 00:35:02.920 what the future might look as well 494 00:35:02.960 --> 00:35:04.360 and begin to adapt for that. 495 00:35:04.400 --> 00:35:06.960 But I think there's a certain optimism behind all that. 496 00:35:07.000 --> 00:35:08.240 Yeah. 497 00:35:08.280 --> 00:35:10.160 The belief that, yes, things are going to change 498 00:35:10.200 --> 00:35:12.160 as they have done in the past, 499 00:35:12.200 --> 00:35:16.440 but we have the skills and the ability to deal with that. 500 00:35:16.480 --> 00:35:20.800 And that, I think, is the sense of where Johnnie Walker is just now. 501 00:35:20.840 --> 00:35:22.280 MAN: [ON LOUDSPEAKER] Fire at will! 502 00:35:32.080 --> 00:35:35.040 MORGAN: 1920s and 1930s and 1940s period 503 00:35:35.080 --> 00:35:38.400 is one of real difficulty for the businesses. 504 00:35:40.760 --> 00:35:44.440 Each time they go into one of those troughs of despond, 505 00:35:44.480 --> 00:35:49.160 business emerges stronger, remarkably stronger on each occasion. 506 00:35:49.200 --> 00:35:51.440 So the graph, if you will, goes like this. 507 00:35:53.080 --> 00:35:54.800 It's all about resilience. 508 00:35:56.200 --> 00:35:58.840 [FULL STAR BY DAN THE AUTOMATOR] 509 00:36:03.720 --> 00:36:05.400 CAPPADONNA: As long as you're consistent, 510 00:36:05.440 --> 00:36:07.760 don't change what you're doing. 511 00:36:07.800 --> 00:36:12.920 Though sometimes it's not necessarily the product itself 512 00:36:12.960 --> 00:36:15.760 that needs to change with the times, 513 00:36:15.800 --> 00:36:17.600 sometimes it's just the wrapping. 514 00:36:17.640 --> 00:36:19.000 [CHUCKLES] You know? 515 00:36:19.040 --> 00:36:20.760 The presentation. 516 00:36:20.800 --> 00:36:22.960 Instead of having a blue bottle, 517 00:36:23.000 --> 00:36:24.840 you might want to change it to silver. 518 00:36:25.520 --> 00:36:27.120 [CHUCKLES] You know? 519 00:36:27.160 --> 00:36:29.520 Like my new look. 520 00:36:29.560 --> 00:36:31.440 You know, they think this is gray right here, 521 00:36:31.480 --> 00:36:33.560 but this is just platinum. 522 00:36:33.600 --> 00:36:35.920 I'm going platinum right now, you know? 523 00:36:38.840 --> 00:36:41.800 For me, consistency is key behind a brand, 524 00:36:41.840 --> 00:36:44.080 and you see so many brands failing nowadays 525 00:36:44.120 --> 00:36:45.400 by changing every year. 526 00:36:45.440 --> 00:36:47.120 Changing, it's not working. 527 00:36:47.160 --> 00:36:50.640 Give it time, give it time, and sell it to the Americans. 528 00:36:50.680 --> 00:36:52.160 [LAUGHS] 529 00:36:57.480 --> 00:37:01.520 NARRATOR: To the United States went the best that Britain could produce. 530 00:37:01.560 --> 00:37:05.320 And in its going, many a bitter tear was shed. 531 00:37:08.000 --> 00:37:10.960 KOSAR: So after the horrors of World War II, 532 00:37:11.000 --> 00:37:14.720 the Johnnie Walker brand came into an America 533 00:37:14.760 --> 00:37:20.560 that was able to start spending money on the good things in life. 534 00:37:20.600 --> 00:37:24.400 So in its advertisements, you would see the guy of leisure, 535 00:37:24.440 --> 00:37:28.840 who's always going places and always having fun, no matter where he's at. 536 00:37:28.880 --> 00:37:30.920 Being a playboy, being a player, 537 00:37:30.960 --> 00:37:35.040 being this dandy-esque figure became accepted. 538 00:37:41.320 --> 00:37:44.560 While America was tearing itself apart over race, 539 00:37:44.600 --> 00:37:49.040 Johnnie Walker drops an ad which doesn't take a stand 540 00:37:49.080 --> 00:37:52.360 on separate schools or anything like that. 541 00:37:52.400 --> 00:37:54.480 They didn't mention politics at all. 542 00:37:54.520 --> 00:37:57.560 They simply showed successful black men 543 00:37:58.480 --> 00:38:00.840 dressed in ties and suits, 544 00:38:00.880 --> 00:38:04.720 behaving like good executives would. 545 00:38:04.760 --> 00:38:08.080 This was a time when schools were still segregated here, 546 00:38:08.120 --> 00:38:10.360 when a black man who dared 547 00:38:10.400 --> 00:38:11.880 to walk into a white neighborhood 548 00:38:11.920 --> 00:38:13.840 may not walk out. 549 00:38:13.880 --> 00:38:16.520 It was very brave. 550 00:38:16.560 --> 00:38:20.560 I think it just fits with the entire enterprising character of the company, 551 00:38:20.600 --> 00:38:24.680 to realize that there's an entire demographic 552 00:38:24.720 --> 00:38:27.480 who is growing more affluent 553 00:38:27.520 --> 00:38:29.920 and who wants to have a good time. 554 00:38:29.960 --> 00:38:31.880 And so, it only made sense 555 00:38:31.920 --> 00:38:34.080 to make that leap and market to them. 556 00:38:34.120 --> 00:38:36.400 [SWING MUSIC] 557 00:38:47.120 --> 00:38:51.120 MORGAN: In the '50s and '60s, they bring in new people 558 00:38:51.160 --> 00:38:54.040 who are very often public school educated, 559 00:38:54.080 --> 00:38:55.920 very often good military background, 560 00:38:55.960 --> 00:38:58.240 guards was always considered to be pretty good. 561 00:38:58.280 --> 00:39:02.960 And these guys travelled the world in the 1960s and 1970s, 562 00:39:03.000 --> 00:39:05.680 to use a Walker word, relentlessly. 563 00:39:08.440 --> 00:39:10.680 They were never off airplanes. 564 00:39:10.720 --> 00:39:13.360 It's like those films you used to see in the 1960s, 565 00:39:13.400 --> 00:39:16.800 which always had shots of airplanes taking off and airplanes landing 566 00:39:16.840 --> 00:39:19.080 and airplanes taking off, airplanes landing, 567 00:39:19.120 --> 00:39:21.320 that was what these Walker guys did. 568 00:39:25.320 --> 00:39:30.360 They were, in a sense, a sort of a symbol of the striding man. 569 00:39:30.400 --> 00:39:31.840 I could actually go anywhere, 570 00:39:31.880 --> 00:39:33.280 I could go into any environment, 571 00:39:33.320 --> 00:39:35.520 and I could succeed, I could be accepted. 572 00:39:35.560 --> 00:39:41.120 I would be able to navigate my way through the culture or whatever it was, 573 00:39:41.160 --> 00:39:46.720 and be able to kind of talk in a very urbane and stylish way. 574 00:39:48.520 --> 00:39:51.160 MORGAN: I think there was certainly an expectation 575 00:39:51.200 --> 00:39:53.920 that these people had the ability 576 00:39:53.960 --> 00:39:57.160 to withstand the most hostile business entertainment 577 00:39:57.200 --> 00:39:58.920 and still be at work the next day. 578 00:39:58.960 --> 00:40:00.880 [SWING MUSIC] 579 00:40:02.560 --> 00:40:04.600 [INAUDIBLE] 580 00:40:22.280 --> 00:40:24.360 HOST: We have a number of questions, curiously enough, 581 00:40:24.400 --> 00:40:27.160 about your favorite things. 582 00:40:27.200 --> 00:40:31.000 One wants to know things you can't live without when travelling. 583 00:40:31.040 --> 00:40:34.960 And one person, one well-informed audience member, of course, 584 00:40:35.000 --> 00:40:37.240 wants to know what your favorite whiskey is. 585 00:40:37.280 --> 00:40:39.280 [AUDIENCE CHUCKLES] 586 00:40:39.320 --> 00:40:42.200 Well, I don't see what the difference between the two questions. 587 00:40:42.240 --> 00:40:44.600 [HOST AND AUDIENCE LAUGHING] 588 00:40:44.640 --> 00:40:46.840 [APPLAUSE] 589 00:40:48.640 --> 00:40:49.960 The favorite blended, 590 00:40:50.000 --> 00:40:52.320 the best blended Scotch in the history of the world, 591 00:40:52.360 --> 00:40:53.880 which was also the favorite drink 592 00:40:53.920 --> 00:40:55.240 of the Iraqi Ba'ath Party, 593 00:40:55.280 --> 00:40:58.680 as it is still of the Palestinian Authority 594 00:40:58.720 --> 00:41:01.360 and the Libyan dictatorship 595 00:41:01.400 --> 00:41:04.040 and large branches 596 00:41:04.080 --> 00:41:05.960 of the Saudi Arabian royal family. 597 00:41:06.000 --> 00:41:09.400 Johnnie Walker Black, breakfast of champions. 598 00:41:09.440 --> 00:41:12.960 -Accept no substitutes. -[LAUGHTER] 599 00:41:25.560 --> 00:41:30.160 I'm a photojournalist, storyteller, filmmaker. 600 00:41:30.200 --> 00:41:34.080 I work mostly in war zones, conflict areas, 601 00:41:34.120 --> 00:41:38.200 covering a humanitarian catastrophe. 602 00:41:38.240 --> 00:41:41.880 Right now I am in Baghdad Hotel, here in the bar. 603 00:41:43.720 --> 00:41:47.760 This is a special place for us that cover the situation in Iraq. 604 00:41:47.800 --> 00:41:52.160 During many years, the Baghdad Hotel has been hosting 605 00:41:52.200 --> 00:41:56.320 a lot of journalists and also a lot of military people 606 00:41:56.360 --> 00:41:58.840 drinking some shots of whiskey 607 00:41:58.880 --> 00:42:03.080 and having meetings and planning for the next development, 608 00:42:03.120 --> 00:42:05.000 the next job, the next assignment. 609 00:42:08.080 --> 00:42:10.800 I would like to be sometimes a bottle of whiskey 610 00:42:10.840 --> 00:42:12.560 to know what they are talking about. 611 00:42:16.200 --> 00:42:19.720 It's very important for us who do this kind of job 612 00:42:19.760 --> 00:42:22.560 to find a safe place. 613 00:42:22.600 --> 00:42:27.880 No matter where we go, and no matter how dangerous it is 614 00:42:27.920 --> 00:42:29.960 the place that we are going, 615 00:42:30.000 --> 00:42:33.040 it's very important we have a place to come back. 616 00:42:35.520 --> 00:42:40.240 If you go to anywhere in Iraq, there is a lot of fake whiskey going on. 617 00:42:40.280 --> 00:42:43.240 The one that you're going to trust on the table 618 00:42:43.280 --> 00:42:45.720 is Johnnie Walker for everyone. 619 00:42:45.760 --> 00:42:48.480 People don't know the name of the car. 620 00:42:48.520 --> 00:42:52.720 They don't know the name even of some villages here in Iraq. 621 00:42:52.760 --> 00:42:56.600 But everyone knows when you talk about whiskey 622 00:42:56.640 --> 00:42:59.200 that the most important one here is Johnnie Walker. 623 00:43:02.920 --> 00:43:06.720 I cannot tell you right now how many times I almost died, 624 00:43:06.760 --> 00:43:10.480 bombs exploding nearby me a hundred times, 625 00:43:10.520 --> 00:43:14.360 and so every time that I am back, it is time to celebrate 626 00:43:14.400 --> 00:43:16.360 because I have my life. 627 00:43:18.480 --> 00:43:20.400 When you come back to the real life, 628 00:43:20.440 --> 00:43:23.000 and you sit in the normal table, 629 00:43:23.040 --> 00:43:25.760 and you get some shots of whiskey, 630 00:43:25.800 --> 00:43:27.840 and you drink this whiskey, it's like, 631 00:43:29.360 --> 00:43:32.160 you made it up, you survived. 632 00:43:39.280 --> 00:43:40.600 BARTENDER 1: Whiskey is a conversation. 633 00:43:40.640 --> 00:43:42.360 That's the whole point of whiskey. 634 00:43:42.400 --> 00:43:45.200 Whiskey is for everybody. It's made by a bunch of farmers in Scotland. 635 00:43:45.240 --> 00:43:47.920 It's a drink for the people. For some strange reason, 636 00:43:47.960 --> 00:43:51.440 when it came down south, it was just like it came really... 637 00:43:51.480 --> 00:43:54.080 I don't know, just like uppity class. 638 00:43:54.120 --> 00:43:56.960 -I think we used the term [BLEEP] a lot. -[OTHERS LAUGH] 639 00:43:57.000 --> 00:44:03.040 The stigma is just old white men in smoking jackets, drinking whiskey. 640 00:44:03.080 --> 00:44:05.040 Everybody experiences some stigma 641 00:44:05.080 --> 00:44:08.080 and some very strange and perhaps dated opinions, 642 00:44:08.120 --> 00:44:11.000 and where do these opinions come from? 643 00:44:11.040 --> 00:44:12.920 That there's certain flavors for women, 644 00:44:12.960 --> 00:44:15.040 or that women are not going to enjoy whiskey, for example. 645 00:44:15.080 --> 00:44:16.600 It's about education for me. 646 00:44:16.640 --> 00:44:19.160 A lot of people now are open-minded to that changing. 647 00:44:19.200 --> 00:44:22.040 But I've seen that there's no correlation at all to who you are 648 00:44:22.080 --> 00:44:23.680 and what flavors you're going to enjoy. 649 00:44:23.720 --> 00:44:25.440 BARTENDER 1: Get rid of that stigma behind whiskey 650 00:44:25.480 --> 00:44:27.440 because there's so much stigma 651 00:44:27.480 --> 00:44:31.280 and so much [BLEEP] around whiskey that it is just a good quality drink. 652 00:44:31.320 --> 00:44:32.840 -Thank you very much. -Pleasure. 653 00:44:32.880 --> 00:44:34.760 -Slainte. -[LAUGHING] 654 00:44:40.240 --> 00:44:43.280 LASCELLES: There's quite a lot of peacocking around whiskey 655 00:44:43.320 --> 00:44:45.680 and sort of bashing each other over the head 656 00:44:45.720 --> 00:44:48.360 with knowledge and showing off, 657 00:44:48.400 --> 00:44:53.720 and just very broadly speaking, I think women tend to go in for less of that. 658 00:44:53.760 --> 00:44:56.640 It's still seen as a bit racy for a woman to go into a bar 659 00:44:56.680 --> 00:44:59.160 and order a neat whiskey even now, 660 00:44:59.200 --> 00:45:02.320 but that is gradually changing. 661 00:45:14.840 --> 00:45:16.040 KOSAR: A lot of the advertisements 662 00:45:16.080 --> 00:45:18.280 for liquor that included women 663 00:45:18.320 --> 00:45:21.240 had women basically as elbow candy. 664 00:45:21.280 --> 00:45:25.120 They were, you know, what the successful man gets. 665 00:45:25.160 --> 00:45:30.560 Instead, Johnnie Walker put an ad out there just showing successful women 666 00:45:30.600 --> 00:45:32.760 behaving as equals, 667 00:45:32.800 --> 00:45:36.520 and one woman would say, "He respects me for my mind, 668 00:45:36.560 --> 00:45:40.440 "He doesn't mind that I earn more than he does. 669 00:45:40.480 --> 00:45:44.160 "He's not married or anything, and he drinks Johnnie Walker." 670 00:45:48.680 --> 00:45:51.760 BUSH: I am a longtime whiskey drinker, actually, and it's funny, 671 00:45:51.800 --> 00:45:55.040 I think it's become a bit more popular with women 672 00:45:55.080 --> 00:45:58.560 and, you know, the craft cocktail movement has certainly changed things. 673 00:45:58.600 --> 00:46:01.400 But there was nothing like ten years ago, 674 00:46:01.440 --> 00:46:03.680 ordering an Old Fashioned at a bar, 675 00:46:03.720 --> 00:46:06.160 and every guy at the bar's head turns and goes, 676 00:46:06.200 --> 00:46:09.680 "Who are you ordering that for?" And my answer always was, "Me." 677 00:46:09.720 --> 00:46:10.760 [LAUGHS] 678 00:46:13.040 --> 00:46:16.080 I think perhaps it's theMad Men era that did some of that. 679 00:46:16.120 --> 00:46:18.760 You know, a bunch of guys in suits. 680 00:46:18.800 --> 00:46:22.200 We were always in the room. We just weren't being given access to the power, 681 00:46:22.240 --> 00:46:23.920 and we weren't being given the credit. 682 00:46:23.960 --> 00:46:25.960 [DANCE MUSIC] 683 00:46:39.640 --> 00:46:42.920 ESHUN: In the 1980s, the brand makes a conscious effort 684 00:46:42.960 --> 00:46:48.480 to be actively, visibly part of the culture. 685 00:46:48.520 --> 00:46:50.960 And so, you start to see it turn up 686 00:46:51.000 --> 00:46:56.720 in movies and in advertising much more visibly. 687 00:47:01.400 --> 00:47:04.640 SOLOMONS: I think whiskey is the drink of the movies. 688 00:47:04.680 --> 00:47:06.960 I mean, did whiskey have the same mystique 689 00:47:07.000 --> 00:47:09.600 before it became a star in the movies? 690 00:47:09.640 --> 00:47:11.040 I don't think it did. 691 00:47:12.480 --> 00:47:13.520 I think the smartest move 692 00:47:13.560 --> 00:47:14.920 that Johnnie Walker probably ever made 693 00:47:14.960 --> 00:47:19.640 was to make the label at that 24 angle degree 694 00:47:19.680 --> 00:47:22.680 because even when it's blurred in a film 695 00:47:22.720 --> 00:47:24.440 or turned around in a film, 696 00:47:24.480 --> 00:47:26.520 you can still see the label creeping around. 697 00:47:26.560 --> 00:47:27.640 You immediately know 698 00:47:27.680 --> 00:47:30.080 that that's a bottle of Johnnie Walker. 699 00:47:30.120 --> 00:47:31.840 -Thank you. -MAN: [ON PHONE] Yes, sir. 700 00:47:31.880 --> 00:47:33.040 [PHONE BEEPS] 701 00:47:35.040 --> 00:47:36.360 I always loved Superman III. 702 00:47:36.400 --> 00:47:37.800 It was supposed to be the silly one, 703 00:47:37.840 --> 00:47:39.280 but that's why it works. 704 00:47:39.320 --> 00:47:41.120 Richard Lester directs it, 705 00:47:41.160 --> 00:47:43.760 and it's got Pamela Stephenson and Richard Pryor in it. 706 00:47:43.800 --> 00:47:46.400 And I always thought it was hilarious, Superman III. 707 00:47:46.440 --> 00:47:50.240 And it's really good to put humor into what is essentially a very serious genre, 708 00:47:50.280 --> 00:47:52.720 the superhero genre, even still. 709 00:47:52.760 --> 00:47:55.040 And when Christopher Reeve's Superman, in Superman III, 710 00:47:55.080 --> 00:47:58.360 goes to the dark side because he's had a dose of deadly kryptonite, 711 00:47:58.400 --> 00:48:02.520 he sits in a diner and has a bottle of Johnnie Walker Red Label 712 00:48:02.560 --> 00:48:05.400 very conspicuously turned towards camera 713 00:48:05.440 --> 00:48:08.240 and uses it for sadness, uses it to get drunk, 714 00:48:08.280 --> 00:48:10.520 uses it to contemplate evil. 715 00:48:10.560 --> 00:48:12.680 [CHUCKLES] And the evil that's involved is 716 00:48:12.720 --> 00:48:14.160 trashing other brands, 717 00:48:14.200 --> 00:48:16.600 flicking peanuts with his supercharged Superman fingers 718 00:48:16.640 --> 00:48:19.680 and destroying other brands right before your eyes. 719 00:48:21.200 --> 00:48:23.200 Hey, hey! Hey, come on. 720 00:48:23.240 --> 00:48:26.440 Someone somewhere had some Superman balls, didn't they, 721 00:48:26.480 --> 00:48:28.040 to sort of say, "Yeah, yeah, we can do this. 722 00:48:28.080 --> 00:48:31.320 "We can have Superman," who is in some way 723 00:48:31.360 --> 00:48:34.320 a sort of Christ figure for saving America, 724 00:48:34.360 --> 00:48:36.680 "have him trashing all the other brands." 725 00:48:39.920 --> 00:48:41.320 They jumped the shuttle off-world. 726 00:48:41.360 --> 00:48:43.360 Killed the crew and passengers. 727 00:48:43.400 --> 00:48:46.520 Harrison Ford in Blade Runner, he drinks whiskey. 728 00:48:46.560 --> 00:48:49.280 RICK DECKARD: Do you want a drink? No? 729 00:48:49.320 --> 00:48:51.920 SOLOMONS: He's the man that needs to do one last job. 730 00:48:51.960 --> 00:48:54.720 So he's going to need whiskey to gird his loins. 731 00:48:54.760 --> 00:48:56.240 To solve this mystery, 732 00:48:56.280 --> 00:48:59.280 he needs Johnnie Walker as his companion to keep walking. 733 00:49:02.760 --> 00:49:05.720 He's using it medicinally to get over a beating, 734 00:49:05.760 --> 00:49:07.920 he's using it to soothe his mind, 735 00:49:07.960 --> 00:49:10.360 he's using it to plaster over those wounds, 736 00:49:10.400 --> 00:49:12.920 but he's also using it to concentrate. 737 00:49:18.560 --> 00:49:21.080 DECKARD: Enhance 224 to 176. 738 00:49:22.880 --> 00:49:24.600 [BEEPING] 739 00:49:28.120 --> 00:49:29.600 [AFFIRMATIVE BEEPS] 740 00:49:29.640 --> 00:49:31.440 [FILM CLICKING] 741 00:49:31.480 --> 00:49:33.000 SOLOMONS: It's interesting, isn't it? 742 00:49:33.040 --> 00:49:37.240 He could do this with a cup of tea, but then we'd be comforted 743 00:49:37.280 --> 00:49:38.960 and I think we need more than comfort. 744 00:49:39.800 --> 00:49:40.800 You like whiskey? 745 00:49:41.880 --> 00:49:43.320 I got millions 746 00:49:44.400 --> 00:49:47.160 of bottles of whiskey. [SIGHS WEARILY] 747 00:49:47.200 --> 00:49:50.640 In the remake or the update, the 2049 Blade Runner 748 00:49:50.680 --> 00:49:53.120 with Ryan Gosling in the lead, 749 00:49:53.160 --> 00:49:55.920 this is a much more brand-oriented world. 750 00:49:55.960 --> 00:49:59.400 Some brands have survived from the previous existence, 751 00:49:59.440 --> 00:50:00.920 and they have followed it through. 752 00:50:00.960 --> 00:50:05.560 Some key markers of Western civilization, if you like, 753 00:50:05.600 --> 00:50:07.840 and some things will survive. 754 00:50:07.880 --> 00:50:10.960 Well, Johnnie Walker has clearly survived. 755 00:50:11.000 --> 00:50:13.680 Still the same color, still burning brightly as ever, 756 00:50:13.720 --> 00:50:15.400 still promising that mystery. 757 00:50:15.440 --> 00:50:18.520 I think it is key that the character must maintain his whiskey brand 758 00:50:18.560 --> 00:50:20.400 though all that he has gone through. 759 00:50:20.440 --> 00:50:23.120 Through all the iterations, through all the disappointments, 760 00:50:23.160 --> 00:50:25.000 he is going to stick to one brand. 761 00:50:25.040 --> 00:50:29.920 One thing he knows for sure is he is going to get his joy from that bottle. 762 00:50:29.960 --> 00:50:33.760 Everything else around us watching the movie 763 00:50:33.800 --> 00:50:36.280 within the movie has changed. 764 00:50:36.320 --> 00:50:38.200 We're in the future. 765 00:50:38.240 --> 00:50:40.960 Johnnie Walker remains the same. 766 00:50:41.000 --> 00:50:45.680 Ultra-intelligent AI, replicants, flying cars, 767 00:50:45.720 --> 00:50:48.800 none of these things have quite come true yet. 768 00:50:48.840 --> 00:50:51.360 But the one thing that remains true 769 00:50:51.400 --> 00:50:53.280 and visible and recognizable 770 00:50:53.320 --> 00:50:56.960 in both those films is the bottle of Johnnie Walker. 771 00:50:57.000 --> 00:51:00.560 And, in a way, this is actually quite a safe prediction for the future. 772 00:51:00.600 --> 00:51:04.120 So perhaps we won't have flying cars anytime soon, 773 00:51:04.160 --> 00:51:07.840 but it is quite likely that a bottle of Johnnie Walker will look the same 774 00:51:07.880 --> 00:51:12.040 in 20, 50, maybe 100 years' time 775 00:51:12.080 --> 00:51:13.960 as it did 100 years ago. 776 00:51:15.680 --> 00:51:17.240 People always say, "Oh, it's terrible, 777 00:51:17.280 --> 00:51:20.280 "product placement, and it's not right. 778 00:51:20.320 --> 00:51:21.880 "It shouldn't be done." 779 00:51:21.920 --> 00:51:23.600 And I do point out that actually 780 00:51:23.640 --> 00:51:28.160 it was the Venetians who invented product placement. 781 00:51:28.200 --> 00:51:31.520 And there's a very famous painting by Titian. 782 00:51:31.560 --> 00:51:33.440 It's called The Annunciation. 783 00:51:33.480 --> 00:51:36.360 And if you look at that painting, in the right-hand corner, 784 00:51:36.400 --> 00:51:39.440 there's a clear decanter glass. 785 00:51:39.480 --> 00:51:41.080 Maybe Mary wanted a drink? 786 00:51:41.120 --> 00:51:42.600 I don't know what it was there for. 787 00:51:42.640 --> 00:51:44.760 [CHUCKLES] No, no, no. It wasn't for that reason. 788 00:51:44.800 --> 00:51:48.880 It was there because the Venetians were very proud of their industry. 789 00:51:48.920 --> 00:51:53.760 So their artists used to insert elements of what they could do, 790 00:51:53.800 --> 00:51:57.560 so that they could say to the Florentines, or the Romans, 791 00:51:57.600 --> 00:51:59.360 "Look, see you might be able to paint a picture, 792 00:51:59.400 --> 00:52:01.400 "but you can't do glass the way we do it. 793 00:52:01.440 --> 00:52:02.800 "It's there, you can have a look at it." 794 00:52:02.840 --> 00:52:05.440 It was the Venetians who invented product placement. 795 00:52:06.920 --> 00:52:08.840 -DECKARD: Enhance. Stop. -[FILM CLICKING] 796 00:52:11.520 --> 00:52:13.280 -[ALARM BEEPING] -[ENERGETIC MUSIC] 797 00:52:18.840 --> 00:52:22.200 MORGAN: In 1997, someone called Alice Avis 798 00:52:22.240 --> 00:52:23.640 was put in charge of Johnnie Walker, 799 00:52:23.680 --> 00:52:24.920 and she took the view that 800 00:52:24.960 --> 00:52:27.520 a lot of the advertising had become cliched 801 00:52:27.560 --> 00:52:30.160 and quite stereotyped around the world. 802 00:52:32.760 --> 00:52:36.800 Alice realized that masculinity lay at the heart of 803 00:52:36.840 --> 00:52:38.640 what the brand was about, 804 00:52:38.680 --> 00:52:42.400 but didn't think that people really understood what masculinity meant 805 00:52:42.440 --> 00:52:44.680 in a modern world. 806 00:52:44.720 --> 00:52:47.720 So they did a massive global study on masculinity. 807 00:52:47.760 --> 00:52:49.600 [INAUDIBLE] 808 00:52:49.640 --> 00:52:51.880 Now, you better start telling me what happened. 809 00:52:51.920 --> 00:52:56.000 I was having a few drinks, and I got into an argument with some cat 810 00:52:56.040 --> 00:52:59.520 about the role of modern man in society. 811 00:52:59.560 --> 00:53:01.320 Then things began to get all foggy. 812 00:53:03.840 --> 00:53:05.520 HEGARTY: They came to us, and at that time, 813 00:53:05.560 --> 00:53:07.920 whiskey advertising was all about "Be successful," 814 00:53:07.960 --> 00:53:10.640 and they represented success as a place, 815 00:53:10.680 --> 00:53:13.760 a penthouse, or somebody who was always in a tuxedo, 816 00:53:13.800 --> 00:53:15.880 and it was maybe undone. How daring. 817 00:53:15.920 --> 00:53:18.600 Oh, I'll just undo the tie. Ooh, that'll be very daring. 818 00:53:18.640 --> 00:53:21.880 Or I'm on the back of some boat in, you know, Monaco 819 00:53:21.920 --> 00:53:23.360 or wherever it might be. 820 00:53:23.400 --> 00:53:28.680 But that was an increasingly old-fashioned view of success. 821 00:53:28.720 --> 00:53:31.480 Success isn't a place, it's a journey. 822 00:53:31.520 --> 00:53:34.560 And truly successful people never arrive 823 00:53:34.600 --> 00:53:37.080 because they keep moving forward. 824 00:53:37.120 --> 00:53:41.120 From that, you very, very quickly get to keep walking. 825 00:53:41.160 --> 00:53:43.760 And that, in a sense, liberated the category 826 00:53:43.800 --> 00:53:46.360 from talking like a conventional whiskey. 827 00:53:46.400 --> 00:53:48.680 And so, we created advertising 828 00:53:48.720 --> 00:53:50.960 that was unlike a whiskey brand. 829 00:53:51.000 --> 00:53:54.960 It was a moment when the brand really came back into itself, 830 00:53:55.000 --> 00:53:57.880 and it had confidence, and it was able to kind of 831 00:53:57.920 --> 00:54:00.920 go into the marketplace and put a bottle on the table 832 00:54:00.960 --> 00:54:03.200 and say, "This is what we stand for." 833 00:54:03.240 --> 00:54:05.160 And people bought it, and it succeeded. 834 00:54:05.200 --> 00:54:07.800 You can see it from, you know, the sales figures. 835 00:54:07.840 --> 00:54:10.240 Then we got to the man who walked around the world, 836 00:54:10.280 --> 00:54:13.280 which is a lovely description of the brand, 837 00:54:13.320 --> 00:54:16.360 and where it had come from, and where it was going to. 838 00:54:16.400 --> 00:54:18.240 -[BAGPIPES PLAYING AND STOPPING] -Hey, piper. 839 00:54:18.280 --> 00:54:19.280 Shut it. 840 00:54:20.600 --> 00:54:24.480 Here's a true story about a young lad named John. 841 00:54:24.520 --> 00:54:27.840 Just a local farm boy. There was something special about the lad. 842 00:54:27.880 --> 00:54:30.200 -We were up at the... -Druim M'Aodhaig. 843 00:54:30.240 --> 00:54:33.800 Yes, that's right. We were up at the castle in Scotland. 844 00:54:33.840 --> 00:54:35.600 -As you are. -[CHUCKLING] As you are. 845 00:54:35.640 --> 00:54:38.840 I just had this idea that I'd love to be able to tell 846 00:54:38.880 --> 00:54:41.080 the Johnnie Walker story without cutting. 847 00:54:41.120 --> 00:54:43.480 And at the time, I remember thinking, 848 00:54:43.520 --> 00:54:46.240 I hope the story doesn't take more than about 60 to 90 seconds 849 00:54:46.280 --> 00:54:48.960 -because I think it would be hard to do it otherwise. -[BOTH LAUGH] 850 00:54:49.000 --> 00:54:52.600 Well, these were the days when young boys were sent into the fields, 851 00:54:52.640 --> 00:54:55.120 the mills, the mines, tough times. 852 00:54:55.160 --> 00:54:57.840 But young John was smart enough to be lucky. 853 00:54:57.880 --> 00:55:00.840 His father's farm, where he was born and raised, was sold, 854 00:55:00.880 --> 00:55:04.280 and the proceeds used to open a grocers. 855 00:55:04.320 --> 00:55:09.240 You'd have one actor talk non-stop, eyeballing the camera 856 00:55:09.280 --> 00:55:11.840 for six and a half minutes on point 857 00:55:11.880 --> 00:55:15.160 with, I think, something like 18 hit points along the way. 858 00:55:15.200 --> 00:55:17.880 No director, no production company wanted to take it on. 859 00:55:17.920 --> 00:55:22.200 He had to walk a certain number of paces out of the mist, 860 00:55:22.240 --> 00:55:25.680 towards the bagpiper, to turn at that right moment 861 00:55:25.720 --> 00:55:29.200 and say, "Shut it," to walk a few more steps to start the thing 862 00:55:29.240 --> 00:55:31.360 that had the cow turn its head, that then... 863 00:55:31.400 --> 00:55:34.720 And when you look back on it, you think, "What on Earth were we thinking?" 864 00:55:34.760 --> 00:55:37.400 Does he get his hat out of his pocket at just the right moment? 865 00:55:37.440 --> 00:55:41.200 Isn't there just the right spot to pick up the whiskey 866 00:55:41.240 --> 00:55:44.480 from the table where he's talking about Johnnie Walker Blue, or... 867 00:55:44.520 --> 00:55:46.160 Etcetera, etcetera, etcetera. 868 00:55:46.200 --> 00:55:49.280 Two hundred years later, and Johnnie Walker's still walking, 869 00:55:49.320 --> 00:55:51.520 and he's not showing any signs of stopping. 870 00:55:51.560 --> 00:55:54.080 MAHONY: It was 42 takes across the two days. 871 00:55:54.120 --> 00:55:55.760 I remember hearing, I think it must have been 872 00:55:55.800 --> 00:55:57.600 just before lunch on the final day. 873 00:55:57.640 --> 00:55:59.160 "Yeah, we still haven't got one." 874 00:55:59.720 --> 00:56:01.480 [LAUGHING] 875 00:56:01.520 --> 00:56:04.800 Yeah, it was the last take? The last take is the film. 876 00:56:04.840 --> 00:56:08.080 Because that was the only one that actually really worked. 877 00:56:14.880 --> 00:56:17.920 ESHUN: I find brands like Johnnie Walker really fascinating 878 00:56:17.960 --> 00:56:20.160 because they, in a number of different ways, 879 00:56:20.200 --> 00:56:24.720 have managed to hold on to a place in the world, 880 00:56:24.760 --> 00:56:31.560 despite how quickly and how profoundly the world continues to change. 881 00:56:31.600 --> 00:56:36.480 The identity is so strong that it seems to transcend time, 882 00:56:36.520 --> 00:56:38.000 it seems to transcend place, 883 00:56:38.040 --> 00:56:41.120 and it seems to speak of universality, 884 00:56:41.160 --> 00:56:44.600 though it has this fascinating symbolic quality to it, 885 00:56:44.640 --> 00:56:47.640 as well as just a simple thing of being something expensive 886 00:56:47.680 --> 00:56:50.440 and something that's perceived as luxury. 887 00:56:50.480 --> 00:56:56.640 It ends up as this totemic item that can be used in bargains, 888 00:56:56.680 --> 00:57:00.960 can be used in rituals, can be used in music. 889 00:57:01.000 --> 00:57:02.440 So Johnnie Walker, for instance, 890 00:57:02.480 --> 00:57:04.080 turns up in a Lady Gaga song, 891 00:57:04.120 --> 00:57:06.600 turns up in a Leonard Cohen song. 892 00:57:06.640 --> 00:57:10.000 This is one way of saying, "We'll take the icons 893 00:57:10.040 --> 00:57:13.200 "and the brands of Western culture and Western society, 894 00:57:13.240 --> 00:57:16.800 "and we will make them over in our own terms." 895 00:57:16.840 --> 00:57:21.840 And that, I think, is how you get to be part of the culture. 896 00:57:24.320 --> 00:57:28.480 It's that it's been able to simplify its message, 897 00:57:28.520 --> 00:57:33.400 so if you're in India or if you're in Afghanistan or if you're in Myanmar 898 00:57:33.440 --> 00:57:35.040 or if you're in different parts of Europe, 899 00:57:35.080 --> 00:57:36.680 if you're in mid-century America, 900 00:57:36.720 --> 00:57:41.320 let's say, those perceived values don't change. 901 00:57:44.000 --> 00:57:45.600 MIYASHIRO: Brands connecting with culture, 902 00:57:45.640 --> 00:57:48.160 doesn't matter if it's sport or music or whatever, 903 00:57:48.200 --> 00:57:49.760 you know, is a decades-old thing, 904 00:57:49.800 --> 00:57:51.400 but you have to have everything. 905 00:57:51.440 --> 00:57:54.880 It's the cross-pollination of traditional advertising, 906 00:57:54.920 --> 00:57:56.800 which is the amplification of everything. 907 00:57:56.840 --> 00:58:03.120 But what is the core idea actually is the genesis of everything, right? 908 00:58:03.160 --> 00:58:05.720 It's not just all about going to, "Hey. 909 00:58:05.760 --> 00:58:10.040 "Who's the number one actor or the pop star?" 910 00:58:10.080 --> 00:58:12.600 The obvious choice is really understanding 911 00:58:12.640 --> 00:58:15.400 who is creating and innovating. 912 00:58:15.440 --> 00:58:17.600 Those brands do quite well. 913 00:58:20.360 --> 00:58:23.080 Well, you know, you've always got to be careful. 914 00:58:23.120 --> 00:58:25.000 There are many great brands who've gone. 915 00:58:25.040 --> 00:58:26.760 You know? I've worked on some of them. 916 00:58:26.800 --> 00:58:29.240 Polaroid, one of them, didn't innovate, of course. 917 00:58:29.280 --> 00:58:32.080 And great brands can die. 918 00:58:33.560 --> 00:58:36.520 You get trapped by your own success. 919 00:58:36.560 --> 00:58:40.720 I mean, you can look at great bands, great... 920 00:58:40.760 --> 00:58:44.080 And you can look at how they had to keep moving forward. 921 00:58:44.120 --> 00:58:47.600 You know, you look at the Beatles, and how they started singing, 922 00:58:47.640 --> 00:58:51.240 "She loves you. Yeah. Yeah. " And end up with Sgt. Pepper, 923 00:58:51.280 --> 00:58:53.680 and they constantly move forward, 924 00:58:53.720 --> 00:58:55.680 whereas other bands didn't. 925 00:58:55.720 --> 00:58:57.640 [UPBEAT MUSIC] 926 00:59:06.800 --> 00:59:10.960 KOSAR: Johnnie Walker whiskey has conquered much of the Western world. 927 00:59:11.000 --> 00:59:13.760 The real action is in the developing markets. 928 00:59:16.480 --> 00:59:18.200 [INDISTINCT CHEERING] 929 00:59:18.240 --> 00:59:20.920 LASCELLES: If you look at emerging markets, 930 00:59:20.960 --> 00:59:24.640 where Johnnie Walker is taking off is always a good barometer 931 00:59:24.680 --> 00:59:27.440 of an emerging economic market. 932 00:59:31.120 --> 00:59:33.520 MOLAVI: Any study of whiskey, any study of Johnnie Walker 933 00:59:33.560 --> 00:59:35.120 has to focus on India. 934 00:59:35.160 --> 00:59:39.520 India is the largest whiskey-consuming nation. 935 00:59:39.560 --> 00:59:43.240 In India, Johnnie Walker has a localized nickname. 936 00:59:43.280 --> 00:59:45.000 They call it "Uncle Johnnie." 937 00:59:45.040 --> 00:59:47.040 [BOLLYWOOD MUSIC] 938 00:59:53.200 --> 00:59:56.640 Johnnie Walker regularly appears in Bollywood films, 939 00:59:56.680 --> 01:00:00.360 so much so that there is a prominent Indian actor 940 01:00:00.400 --> 01:00:03.280 in Bollywood who changed his name to Johnny Walker. 941 01:00:05.920 --> 01:00:08.720 [INAUDIBLE] 942 01:00:08.760 --> 01:00:13.080 NASIR KHAN: It's a demigod kind of a status that film stars have here. 943 01:00:13.120 --> 01:00:17.040 There are so many temples that are named after actors, 944 01:00:17.080 --> 01:00:18.720 and the statues are made, and they worship them. 945 01:00:22.480 --> 01:00:26.400 He is one of the pillars of the Indian cinema, my father. 946 01:00:26.440 --> 01:00:28.080 And I turn around and tell people 947 01:00:28.120 --> 01:00:30.440 that I have Johnny Walker running in my veins. 948 01:00:30.480 --> 01:00:31.640 Ooh. 949 01:00:31.680 --> 01:00:34.400 [SPEAKING HINDI] 950 01:00:34.440 --> 01:00:35.720 Huh? 951 01:00:35.760 --> 01:00:37.200 KHAN: [IN ENGLISH] As a teenager, 952 01:00:37.240 --> 01:00:38.640 he used to go to the studios, 953 01:00:38.680 --> 01:00:40.640 he used to look around for work. 954 01:00:40.680 --> 01:00:44.120 So my dad used to act like a drunk very, very well. 955 01:00:44.160 --> 01:00:45.920 [SPEAKING HINDI] 956 01:00:45.960 --> 01:00:49.680 [IN ENGLISH] So he barged in the office as an alcoholic 957 01:00:49.720 --> 01:00:52.200 and started creating a ruckus over there, 958 01:00:52.240 --> 01:00:54.360 went to Guru Dutt, who was the director, 959 01:00:54.400 --> 01:00:56.600 started troubling him, hassling him, 960 01:00:56.640 --> 01:01:00.400 to the point where they had him thrown out of the office. 961 01:01:00.440 --> 01:01:03.040 So Guru Dutt, being the director, 962 01:01:03.080 --> 01:01:05.640 was extremely impressed by my father. 963 01:01:05.680 --> 01:01:07.800 He said, "This is one scene I can offer you." 964 01:01:07.840 --> 01:01:10.600 [SLURRING IN HINDI] 965 01:01:14.360 --> 01:01:15.960 KHAN: [IN ENGLISH] Guru Dutt came up with the name. 966 01:01:16.000 --> 01:01:19.120 He said, "You need a screen name, just call yourself Johnny Walker." 967 01:01:19.160 --> 01:01:21.640 -[JOHNNY WALKER CLEARS THROAT] -[CLEARS THROAT IN RESPONSE] 968 01:01:21.680 --> 01:01:23.520 -[JOHNNY WALKER CLEARS THROAT] -[COUGHING] 969 01:01:23.560 --> 01:01:26.160 A lot of people used to think that 970 01:01:26.200 --> 01:01:30.160 the whiskey was named after my dad Johnny Walker. 971 01:01:30.200 --> 01:01:33.960 Irony, part of it that my father, he was a devout Muslim 972 01:01:34.000 --> 01:01:37.840 and because it's not allowed to drink in our religion, 973 01:01:37.880 --> 01:01:39.840 he never touched alcohol in his life. 974 01:01:42.280 --> 01:01:44.840 [VIOLIN MUSIC] 975 01:01:58.440 --> 01:02:01.560 MARIE MACKLIN: Johnnie Walker was always that beating heart of the town. 976 01:02:01.600 --> 01:02:04.400 There were 700 jobs employed in the town, 977 01:02:04.440 --> 01:02:06.240 and the money that was spent wasn't just local, 978 01:02:06.280 --> 01:02:07.800 it was in local shops, 979 01:02:07.840 --> 01:02:10.040 but it was in the surrounding areas of Ayrshire. 980 01:02:12.880 --> 01:02:15.680 We were at the forefront of the first Industrial Revolution. 981 01:02:17.520 --> 01:02:21.440 REPORTER: Each bottle proudly displays Kilmarnock as its origin. 982 01:02:21.480 --> 01:02:25.600 The 700 people who work here are part of the town's heritage, 983 01:02:25.640 --> 01:02:28.120 but soon, these gates will be closed forever. 984 01:02:31.480 --> 01:02:34.680 MACKLIN: Johnnie Walker wanted to be more commercial 985 01:02:34.720 --> 01:02:37.760 to retain the business and make that business grow. 986 01:02:39.600 --> 01:02:41.240 At the time of exit, 987 01:02:41.280 --> 01:02:43.920 they would be the last big industrial employer in Kilmarnock. 988 01:02:43.960 --> 01:02:46.720 So that was like the final nail in the coffin. 989 01:02:46.760 --> 01:02:49.920 The Industrial Revolution of the 1800s was now gone. 990 01:02:54.080 --> 01:02:58.000 Do you stand back and do nothing? That's just not an option. 991 01:03:02.680 --> 01:03:04.880 I remember going buying the costumes, 992 01:03:04.920 --> 01:03:06.920 buying the ribbons, buying placards. 993 01:03:10.520 --> 01:03:12.800 An hour before, there was about 20 people. 994 01:03:12.840 --> 01:03:16.200 And then, all of a sudden, the place just descended with people. 995 01:03:16.240 --> 01:03:18.640 [INDISTINCT CHANTING] 996 01:03:25.840 --> 01:03:27.360 We needed a new college. 997 01:03:27.400 --> 01:03:30.480 The college was from the 1960s. 998 01:03:30.520 --> 01:03:33.160 Eight acres of the site was donated for a pound, 999 01:03:33.200 --> 01:03:36.080 and a new £50 million college was built, 1000 01:03:36.120 --> 01:03:37.360 funded by the Scottish government. 1001 01:03:39.080 --> 01:03:41.160 So the legacy that Diageo is leaving 1002 01:03:41.200 --> 01:03:43.600 is just the start of another journey 1003 01:03:43.640 --> 01:03:46.640 for that community that we have been at the forefront of driving. 1004 01:03:49.680 --> 01:03:52.760 That Johnnie Walker spirit is still alive, 1005 01:03:52.800 --> 01:03:55.840 but it's just the different shoes that keep on walking. 1006 01:04:01.600 --> 01:04:05.080 I think today... I think a brand is much more 1007 01:04:05.120 --> 01:04:08.680 about a movement than just about trust. 1008 01:04:08.720 --> 01:04:10.960 You gotta think about it as a movement. 1009 01:04:11.000 --> 01:04:12.880 What are you trying to change? 1010 01:04:12.920 --> 01:04:15.320 What are you trying to bring to the world? 1011 01:04:15.360 --> 01:04:18.080 As an example, I think Apple is a very good example of that movement. 1012 01:04:18.120 --> 01:04:21.200 It was bringing computing to the people. 1013 01:04:21.240 --> 01:04:25.960 That was its great thing. And therefore, a brand has to stand for more. 1014 01:04:26.000 --> 01:04:30.040 Are we about the future? Are we making this product in a way 1015 01:04:30.080 --> 01:04:32.600 which is sustainable? Are we caring for the planet? 1016 01:04:32.640 --> 01:04:34.920 Are we... All those things before you actually 1017 01:04:34.960 --> 01:04:36.480 get to, "What does it taste like?" 1018 01:04:36.520 --> 01:04:39.800 The new consumer, certainly the millennial consumer 1019 01:04:39.840 --> 01:04:43.960 would like to see companies giving back to communities. 1020 01:04:44.000 --> 01:04:47.640 I think they would also like to see in some ways 1021 01:04:47.680 --> 01:04:53.120 an understanding and an appreciation for the heritage of a brand. 1022 01:04:55.080 --> 01:04:57.840 BUSH: I think the days of just making something 1023 01:04:57.880 --> 01:05:01.200 and being a sort of hazy figure in the distance, 1024 01:05:01.240 --> 01:05:03.240 that doesn't work for people anymore. 1025 01:05:03.280 --> 01:05:05.120 We want to know where our money's going 1026 01:05:05.160 --> 01:05:07.360 because every dollar that we spend is a vote. 1027 01:05:07.400 --> 01:05:10.320 So we want to know who's behind the brand? 1028 01:05:10.360 --> 01:05:12.320 What do they believe in? What is their ethos? 1029 01:05:12.360 --> 01:05:14.120 How do they treat the people at their company? 1030 01:05:14.160 --> 01:05:15.600 Do they pay them fair wages? 1031 01:05:15.640 --> 01:05:18.160 Do employees get maternity and paternity leave? 1032 01:05:18.200 --> 01:05:21.200 These things are important to consumers now. 1033 01:05:24.520 --> 01:05:28.280 I think the future is about being thoughtfully inclusive. 1034 01:05:28.320 --> 01:05:29.680 I think the future is about 1035 01:05:29.720 --> 01:05:32.520 building bigger tables and longer bars 1036 01:05:32.560 --> 01:05:35.000 for people to sit at and toast together, 1037 01:05:35.040 --> 01:05:36.400 and dream up ideas 1038 01:05:36.440 --> 01:05:40.320 and innovations in ways to advance the world for good. 1039 01:05:45.120 --> 01:05:47.800 They came to me to talk about leading for women. 1040 01:05:49.200 --> 01:05:51.280 And we opened an exhibition. 1041 01:05:52.600 --> 01:05:54.280 Not every brand is that willing to 1042 01:05:54.320 --> 01:05:58.160 "put their neck out there." 1043 01:05:58.200 --> 01:06:01.280 I only want to run in circles with people who say, 1044 01:06:01.320 --> 01:06:04.640 "How much further can we push this? How much more can we 1045 01:06:04.680 --> 01:06:08.360 "yank on the end of the moral arc of the universe 1046 01:06:08.400 --> 01:06:10.600 "and continue to bend it toward justice?" 1047 01:06:10.640 --> 01:06:13.000 If it's possible, we have to contribute to that. 1048 01:06:20.360 --> 01:06:25.320 ESHUN: I think the old anxiety was that in getting into bed with a brand, 1049 01:06:25.360 --> 01:06:28.640 you'd have to change, you'd have to become a corporate shill 1050 01:06:28.680 --> 01:06:30.480 or something like that. Now it's the opposite. 1051 01:06:30.520 --> 01:06:33.120 Now it feels like brands spend a lot of time 1052 01:06:33.160 --> 01:06:37.880 trying to catch up with these sort of powerfully totemic individuals themselves 1053 01:06:37.920 --> 01:06:41.960 that can speak all around the world at the same time. 1054 01:06:42.000 --> 01:06:48.160 Social media has disrupted so many of these traditional forms of communication, 1055 01:06:48.200 --> 01:06:50.280 so right now, you know, you can go to Instagram 1056 01:06:50.320 --> 01:06:53.160 and you can have a much more intimate relationship with a star. 1057 01:06:55.440 --> 01:06:59.760 HEGARTY: I'm slightly suspicious of those things. 1058 01:06:59.800 --> 01:07:02.600 Every other ad for a watch has got a star in it. 1059 01:07:03.760 --> 01:07:06.080 The brand should be the hero. 1060 01:07:06.120 --> 01:07:08.640 Don't go and buy another hero. 1061 01:07:08.680 --> 01:07:11.440 The advertising world is perhaps skeptical 1062 01:07:11.480 --> 01:07:14.920 of the role of brand ambassadors and the environment we have 1063 01:07:14.960 --> 01:07:18.160 where culture and commerce blend together that much more easily. 1064 01:07:18.200 --> 01:07:22.040 Because what gets left out of that game is the idea 1065 01:07:22.080 --> 01:07:27.200 that the thing the brand needs to do to sell itself is a 30-second commercial. 1066 01:07:27.240 --> 01:07:30.960 That feels like a fantastically anachronistic idea right now, 1067 01:07:31.000 --> 01:07:33.160 when in fact you can cut out the middleman 1068 01:07:33.200 --> 01:07:36.080 and go straight to the individual at the heart of this. 1069 01:07:36.960 --> 01:07:38.840 [ELECTRONIC MUSIC PLAYING] 1070 01:07:44.000 --> 01:07:47.520 WILLIAMS: Johnnie Walker was founded on the principle 1071 01:07:47.560 --> 01:07:52.480 that we'd make whiskey for everybody. 1072 01:07:52.520 --> 01:07:56.000 And it was true 200 years ago, 1073 01:07:56.040 --> 01:07:59.480 and it remains true today. 1074 01:07:59.520 --> 01:08:03.000 What we have to do, what we must do 1075 01:08:03.040 --> 01:08:05.880 is keep Johnnie Walker vibrant, 1076 01:08:05.920 --> 01:08:10.200 so that we're making whiskey exciting for everybody, 1077 01:08:10.240 --> 01:08:14.480 so that we're creating the next generation of whiskey lovers. 1078 01:08:17.640 --> 01:08:18.880 [INAUDIBLE] 1079 01:08:22.200 --> 01:08:24.280 Johnnie Walker, 200 years old. 1080 01:08:24.320 --> 01:08:26.480 Will they be here in 100 years' time? 1081 01:08:26.520 --> 01:08:31.920 I hope so. They've got to be distinctive, be daring, be different. 1082 01:08:31.960 --> 01:08:33.280 Believe in me. 1083 01:08:40.360 --> 01:08:44.880 MOLAVI: Johnnie Walker has been nimble over the past 200 years, clearly. 1084 01:08:44.920 --> 01:08:50.200 They're going to have to show that same nimbleness over the next 100 years 1085 01:08:50.240 --> 01:08:53.960 in order to remain an iconic brand, like they are today. 1086 01:08:56.960 --> 01:08:58.920 They've got their ear to the ground all the time, 1087 01:08:58.960 --> 01:09:00.840 and they really know where stuff is happening. 1088 01:09:00.880 --> 01:09:03.000 I think that's probably something that they have done really well 1089 01:09:03.040 --> 01:09:04.280 over the decades. 1090 01:09:06.800 --> 01:09:10.160 Staying optimistic is the way that you can pull people together, 1091 01:09:10.200 --> 01:09:15.120 and the Johnnie Walker icon has just become a symbol of that in many places. 1092 01:09:15.160 --> 01:09:17.880 The strength of the idea is infinite. 1093 01:09:17.920 --> 01:09:20.480 Keep walking, you know, takes you everywhere. 1094 01:09:21.800 --> 01:09:25.720 [FULL STAR BY DAN THE AUTOMATOR] 1095 01:09:27.360 --> 01:09:28.920 HEGARTY: People need inspiration, 1096 01:09:28.960 --> 01:09:30.840 people need to believe in something. 1097 01:09:30.880 --> 01:09:32.640 Keep walking. 1098 01:09:32.680 --> 01:09:34.120 Wear a face mask. Mmm. 1099 01:09:38.520 --> 01:09:41.600 WILLIAMS: It's a brand that has existed for 200 years. 1100 01:09:41.640 --> 01:09:45.720 There have been so many global crises that have been thrown at the world, 1101 01:09:45.760 --> 01:09:49.360 the Spanish Flu, two world wars, Prohibition. 1102 01:09:49.400 --> 01:09:54.840 But Johnnie Walker has grown from strength to strength. 1103 01:09:54.880 --> 01:09:58.920 I believe that together the global community will overcome the crisis 1104 01:09:58.960 --> 01:10:01.560 and that we'll all emerge stronger. 1105 01:10:01.600 --> 01:10:05.680 The human desire to come together, to connect, 1106 01:10:05.720 --> 01:10:09.080 to socialize, to share stories, 1107 01:10:09.120 --> 01:10:12.680 to laugh, to cry, that will always exist. 1108 01:10:16.640 --> 01:10:19.960 CAPPADONNA: Just keep moving, keep walking that walk. 1109 01:10:20.000 --> 01:10:22.560 Everything don't got to be perfect. Know what I mean? 1110 01:10:22.600 --> 01:10:25.760 You just got to do the best that you can do. 1111 01:10:25.800 --> 01:10:28.800 Gotta keep walking, man, and it's good for your health. 1112 01:10:28.840 --> 01:10:29.880 [CHUCKLES] 1113 01:10:36.160 --> 01:10:38.680 [FULL STARCONTINUES]