Wonderworks

Timeless Brand Storytelling

What makes a drinks brand ad resonate 16 years later? At Wonderworks, a creative drinks agency, we discover how timeless storytelling, cultural cues, and human craft create campaigns with lasting impact.

THE LONG GAME:
WHY SOME BRAND STORIES AGE LIKE THE FINEST WHISKY

 

Every now and then, a piece of drinks advertising pops back onto our feeds and stops us in our tracks. This week, it was the 2009 Johnnie Walker short film, ‘The Man Who Walks Around the World,’ featuring Robert Carlyle, shared by former Diageo leader David Gates. Sixteen years later, it still has that rare quality – pulling you in, holding your attention, and leaving you with a clear sense of what the brand stands for.

It’s not just the craft of the script (though that’s exceptional), or Carlyle’s walk-and-talk delivery through the Scottish Highlands. It’s the way the piece layers character, humour, heritage, and ambition into a single continuous take – creating a moment that feels both intimate and epic. This is brand storytelling that understands its subject, knows its audience, and isn’t afraid to take the time to tell a complete story.

Glass of whiskey with orange peel garnish on a dark wooden table and blue coaster, softly lit for a warm, elegant ambiance.


WHY THIS STORY STILL WORKS

What makes this ad still relevant in 2025 isn’t nostalgia, it’s clarity of brand world. From the choice of narrator to the location, every detail reinforces Johnnie Walker’s values and provenance. It doesn’t rely on passing trends or disposable formats; instead, it builds a world you want to step into.

The fact that the Johnnie Walker Experience in Edinburgh carries elements of this concept years later shows how a strong creative platform can flex across mediums – moving from film to physical space while keeping the same emotional core.

Exterior of Johnnie Walker Princes Street store in Edinburgh with iconic logo and sleek glass facade, captured on a sunny day to highlight modern brand presence.


TIMELESS STORYTELLING INT TODAY’S DRINKS INDUSTRY

In an era of short-form content and fleeting social trends, it’s tempting to optimise for instant impact. But the Johnnie Walker film is a reminder that some of the most effective drinks marketing plays the long game, creating work that people will revisit and share years down the line.

Think for example of:

Coca-Cola – “Hilltop” (1971)
“I’d Like to Buy the World a Coke” became a cultural anthem, positioning Coca-Cola as a symbol of unity and optimism during a time of political unrest. Featuring a global cast singing together on an Italian hillside, it went beyond selling a drink – it invited people to share in a universal human moment. More than 50 years on, its message of connection still resonates.

Guinness – “Surfer” (1999)
 Hailed as one of the greatest ads of all time, “Surfer” blends metaphor, poetry, and striking visuals to deliver Guinness’s brand truth: good things come to those who wait. The imagery of crashing waves and white horses mirrors the anticipation of the perfect pour, creating an enduring piece of cinematic storytelling that still inspires creative teams today.

Tanqueray No. TEN – "The Last Dance" (2024)
More recently, Tanqueray No. TEN's "The Last Dance" campaign, winning Best Global Spirits Campaign at last year’s Drum Awards, reimagines the gin-drinking experience by blending neuroscience, technology, and creativity. In a groundbreaking experiment, the brand translated participants' dreams into bespoke cocktails, showcasing the fusion of innovation and mixology. This initiative underscores Tanqueray No. TEN's commitment to pushing the boundaries of cocktail artistry, offering a unique and immersive experience for its audience.

 
Silhouette of a person with bold text "Turning Their Dreams Into Flavours" over a vibrant abstract background, ideal for branding or inspirational content.




WHAT BRANDS CAN LEARN

For us as a creative drinks agency, the takeaway is clear:

  • Build a brand world worth revisiting – If the only place your story exists is in one ad slot, it won’t live long.

  • Anchor in authentic cultural cues – Casting, location, and language all help stories feel rooted and real.

  • Design for multiple touchpoints – When a campaign idea is strong, it can move seamlessly from film to live experience to digital engagement.

The Enduring Power of Human Craft

Whether it’s a five-minute single take on a windswept path or a meticulously art-directed brand film, longevity comes from intention – making every element serve the brand’s truth. AI might generate content faster, but it can’t replace the cultural depth and emotional precision that make a story worth telling again years later.

As we help drinks brands tell their stories, that’s the benchmark we keep in mind: not just whether it works today, but whether it will still be worth watching in 15, 25 or even 50 years’ time.

Split image of Coca-Cola bottles held by people and a pint of Guinness Draught with slogan, showcasing iconic beverage branding and consumer appeal.
 

If you’re building or enhancing a drinks brand and want to explore how cultural design insights can elevate your storytelling and activation, we’d love to connect.

Design with intention. Communicate with simplicity. And craft meaning.