The Spirits Business Article: By Rupert Hohwieler
Bear Fight Whiskey has launched its first ad campaign starring creative partner Gabriel Macht.
Macht, known for his role as lawyer Harvey Specter on TV show Suits, joined the American whiskey brand as a creative partner and stakeholder in October.
In the campaign, Macht is shown introducing Bear Fight Whiskey and attempting to get highlight the brand’s messaging – ‘Bear Fight is a challenge to be overcome’ – while dealing with a man dressed as a bear, who doesn’t appear as savvy to TV work as the actor.
The brand said the idea behind the campaign is to invite people to share their ‘daily bear fights’, which means to ’embrace the grit and grace’ it takes to overcome life’s hurdles, or, as the brand says, ‘those moments where you either go big or back to bed’.
The playful spot starts with Macht asking the director “whats up with the bear?”, referencing the figure dressed as a bear sitting on his lap. The director responds: “he is my brother, he loves your work”.
From here, Macht tries to stay on task amidst the antics, but after getting hit in the face by the bear – who has taken the phrase ‘bear fight’ at its literal meaning – and then tackled to the ground, the defeated actor says “this is bullshit, I’ll be in my trailer” as he walks off set – grabbing a bottle of Bear Fight Whiskey as he goes.
Speaking to The Spirits Business in November about the idea behind the campaign, Macht explained: “We wanted to break down this idea that it’s testosterone-driven.
“We’re trying to create, what are you going through at the moment, what are you connecting on? What are your challenges on your to-do list? Completing a creative project, learning how to work out when your nine-week-old puppy needs the bathroom, it’s the little things.”
The brand’s partnership with Macht aims to grow Bear Fight worldwide.
The brand is also backed by Family Guy creator Seth MacFarlane.
