“Bold Choices,” a new anthem spot beautifully shot by director Dante Ariola for Jim Beam, features actor Willem Dafoe as he ponders ‘what might have been.’ The 1:30 second spot from Strawberry Frog is meant to imply that the choices you make, make you.
The commercial opens with the young Dafoe at a pivotal turning point. Does he leave his small Milwaukee town for the dream of becoming an actor in the “Big City” or stay where he is and let life unfold?
The spot has Dafoe reflecting on the possible futures had he made different choices- factory foreman, aging punk rocker, a trapeze artist, a successful businessman, limo driver, a fashion designer, a chess champion, even a sumo wrestler – but as Dafoe notes, in the end, there is really only one choice.
“All choices lead you somewhere,” Dafoe notes. ”Bold choices take you where you’re supposed to be.”
Agency: Strawberry Frog
Chief Creative Officer: Kevin McKeon
Creative Director: Josh Greenspan and Jason Koxvold
Agency Producer: Sherri Levy
Director: Dante Ariola
Director of Photography: Emmanuel Lubezky
Editor: Adam Pertofsky @ Rock Paper Scissors
Visual Effects Company: The Mill, NY