Winning TV Spot Builds on 2011 “Bold Choice” Campaign from the World’s #1 Bourbon.

Corporate and Financial News


Deerfield, Ill. June 13, 2011 – Willem Dafoe’s first ever TV commercial – a “short film” by Jim Beam that celebrates his “Bold Choice” to turn actor – received three prestigious awards last night at the American Independent Commercial Producers (AICP) awards. As the advertising industry awaits the world-renowned Cannes Lions Festival later this month, Jim Beam’s groundbreaking commercial is grabbing attention for Willem Dafoe and the world’s number one bourbon brand.

AICP recognized Jim Beam’s “Parallels” advertisement with awards for Best Direction, Best Visual Style and Best Cinematography.

The anthem for Jim Beam’s new “Bold Choice” global campaign, features iconic American actor Willem Dafoe and sparks a movement for bold choices. In the commercial, which has aired on numerous U.S. cable networks since February, a young Dafoe is shown at a crossroads, faced with a choice: to boldly leave his hometown of Appleton, Wisconsin and head for the bright lights (and long odds) of an acting career in New York City – or stay put, and let fate decide his future. As Dafoe reflects on his decision, the commercial explores the many futures that could have been: factory foreman, chess champion, aging punk, even sumo wrestler. But, as Dafoe notes in the ad, there is really only one choice. "All choices lead you somewhere," he states. "Bold choices take you where you're supposed to be."

Jim Beam’s Bold Choice spot received seven total finalist nominations by the AICP including Best Advertising Commercial of The Year, Best Direction, Best Visual Style, Production, Production Design, Cinematography, and Best Editorial.

“As a brand that’s been rooted in making bold choices for over 200 years, our Jim Beam campaign communicates that the bold choices you make, make you. We are thrilled that this campaign has contributed to Jim Beam’s continued growth, solidifying its position as the number one Bourbon in the world, and are honored to be recognized by the AICP,” said Kevin George, senior vice-president and global chief marketing officer, Beam Global.

The multi-platform “Bold Choices” campaign from Jim Beam features TV, print and digital advertisements created by StrawberryFrog and represents a reinvigoration of the Jim Beam brand with a year-round ad campaign. Throughout 2011, Jim Beam is celebrating the Bold Choices made across America in entertainment and sports, and challenging fans to share their bold stories on Facebook® and Twitter®. Jim Beam sparked these discussions earlier in the year by releasing the findings of their “Boldest Towns Survey” – a cross-country quest to identify the boldest towns in America. Additionally, Jim Beam has boldly launched an innovative new bourbon – Devil’s Cut™ – that captures the ingenuity and creativity that has defined seven generations of distillers since 1795.

To learn more, visit www.jimbeam.com or facebook.com/jimbeam.


Beam is one of the world’s largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including 10 of the world’s top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,200 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher's® Scotch Whisky, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, Knob Creek® Bourbon and Skinnygirl® Cocktails. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Spiced Rum, Maker’s 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company.

For more information on Beam Global, its brands, and its commitment to social responsibility, visit www.beamglobal.comand www.drinksmart.com.