Monday, January 10, 2011

Johnnie Walker Announces New "Johnnie Runner" Whiskey w/Haile Gebrselassie

Well, not exactly. But they did sign on Haile Gebrselassie as their latest spokesman for their "Keep Walking" campaign. The $100,000 deal will feature Gebreselassie's life story in print, video, and outdoor campaigns targeted primary to African countries.

Check out the videos below to see the video commercial, as well as the "behind the scenes making of..." video short.

Making of:

I can't wait to see Geb cross the finish line and take a huge swig of Johnnie Walker Black. RD's will have to keep a bucket ready, just like the Krispy Kreme Challenge, a 4-miler where you have to eat a dozen KK donuts at the halfway point. Now THAT would be a one-of-a-kind endorsement! "The best whiskey I've ever puked".

It sounds nutty for a whiskey manufacturer to endorse a champion of sport (or KK sponsoring a race that has a net gain of 4,000 calories, given they are the greatest threat to the American obesity problem). But Geb is THE MAN, and quite frankly I'm surprised Diageo could get him so cheaply. Check out the below video if you need a dose of Geb to stoke you up.


  1. That's so awesome! Having a beer/liquor sponsor is great, and I've loved being endorsed by Team MGD 64! You're right though, it does seem like a very small amount for such a legend. Diageo made out quite well on this deal.

  2. MGD64 I's actually quite refreshing right after a race. But JW? Even the Black Label would be tough to stomach. Still tasty on the rocks though.

  3. Just read his biography and what an incredible man he is, not just in a sporting sense. But he's basically tee-total and has turned down other alcohol-related sponsorship before (beer, I believe) since he doesn't want to encourage young people to drink.

    ALso, I read that this is a deal for Ethiopian sponsorship and advertising, not the whole world, so I don't think we'll see him on ads over here.


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