Positioned as the pinnacle of luxury, success and rarity among South African consumers - the advert showcases and celebrates progress. It inspires the idea that even with progress, there are always new heights and achievements to be sought.

“This is Johnnie Walker Blue Label’s first long-format luxury content, which was directed by Jake Scott and stars Oscar nominees Jude Law and Giancarlo Giannini,” explains Thandeka Ngqumeya, marketing manager: Johnnie Walker Trademark. “It is an absolute treat to see Johnnie Walker Blue Label on the big screen. The Johnnie Walker Global team created two distinctive pieces – a 30 seconds and six minutes long. The key objective of these innovative pieces was to show how you can make progress even when you have it all, in an entertaining manner within the context of craftsmanship and rarity.”

“From a media perspective, it’s the first time that Galileo will be screening an ad of this length. The content piece affords Johnnie Walker the opportunity to communicate and share the true notion of a Gentleman’s Wager in the long format it was created. The Galileo outdoor theatre enhances the content piece through its scale of impact and unique venues,” says Antoinette van der Plas, senior strategist from MEC Group CT.