With the launch of Johnnie Walker Blue Label’s new long format cinema commercial, moviegoers across Australia will set sail to the British Virgin Islands and London.

Leading luxury blended Scotch Whisky, Johnnie Walker Blue Label is screening the short film ‘The Gentleman’s Wager’ in cinemas.

‘The Gentleman’s Wager’ stars actors Jude Law and Giancarlo Giannini and tells the story of a gentlemanly wager between two men to win a money-can’t buy experience. Law plays a man with exceptional taste who has everything in life – the finest Johnnie Walker whisky, the finest clothing, the finest tan – except for one of the world’s finest yachts.

According to Law: “The film is about improvement and progress and this is something I try to do in my work and life. I had to learn new skills through the shooting of this film and that, combined with the places we visited and shot in, alongside working with Jake [short film director] and Giancarlo [Giannini], too, made it a truly rare experience.”

Andy Morley, luxury marketing manager, Diageo said: “For a film with such beautiful cinematography, only cinema could provide the ideal environment to showcase The Gentleman’s Wager. The creative looks fantastic on the big screen, and the six minute story is connecting brilliantly with an audience who are there to be entertained and inspired. This audience is generally hard to reach with long-form content but cinema achieved fantastic results, ensuring the film reached huge numbers in the perfect contextual environment.”

Launching at the Venice Film Festival, the short film just hit Australian shores and breaks in cinemas this week.

The Johnnie Walker Blue Label campaign was planned by Leo Burnett Sydney, it launches hot on the heels of new research proving cinema significantly improves advertising effectiveness, delivering a 40% increase in the key metric of brand consideration.