Here's to the UNs - Ballantine's | Clapboard Ad Archive
Ballantine’s 2019 campaign Here's to the UNs, created by Ogilvy for the Indian market, redefines corporate success by spotlighting a new generation of achievers who reject traditional symbols of power and instead forge their own paths with courage, innovation, and authenticity. This film campaign positions Ballantine’s as the drink of choice for fearless individuals who embody unorthodoxy and resilience, celebrating a diverse cast of characters who succeed across unconventional fields rather than focusing on a singular protagonist or the product itself. By aligning the brand with these bold trailblazers, the campaign crafts an aspirational narrative that elevates individuality and the pioneering spirit as markers of true achievement in the modern corporate landscape. What Clapboard’s taxonomy would classify as FORMAT#10 ASSOCIATED USER IMAGERY, this approach leverages relatable user profiles to connect with audiences who see themselves as part of this evolving definition of success, making the brand a badge of audacity and originality rather than a mere commodity. The film’s intrepid visual language reinforces the campaign’s strategic intent to embody the mindset of the ‘Uns’—those who challenge convention and script success on their own terms—thereby positioning Ballantine’s as a progressive brand that supports a new cultural zeitgeist within the Alcoholic Drinks category. Clapboard rates this campaign 60/100. This campaign matters to the industry because it signals a shift in brand storytelling from product-centric narratives to identity-driven platforms that champion diverse and unconventional success, reflecting broader societal changes in how achievement is perceived.
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