Sydney agency’s campaign for Jim Beam goes to the US

Boutique Sydney agency The Works has had a major breakthough, with its campaign for Jim Beam to run in the US.


“The Girlfriend”, featuring a hot woman with a foreign accent talking about how her perfect bloke is a bit fat and has a hairy back, ran in Australia last year.

And the bourbon brand has turned its back on its US incumbent, BBDO, in the hope that it captures the imagination of American men too, Ad Age has reported overnight.

Part of the campaign will involve challenging viewers to create their own parody of the ads, something which happened naturally after the ads ran in Australia.


The Works Sydney was started in 2002 by creatives Damian Pincus and Kevin Macmillan. The agency’s first office was a camper van.

Macmillan told Mumbrella this morning: “It’s a campaign that we’ve been running with here for a couple of years. I understand that it’s been going in the States for a couple of weeks now and has gone quite well. Young blokes like good looking chicks and they like humour, so hopefully it should.”

Meanwhile, The Works is also busy bedding in new business. It won financial firm CMC Markets at the end of November.

The Jim Beam work is not the only Aussie-created booze campaign that’s gone global. As the SMH reported last year, The Hallway’s digital strategy for Jameson may also get an international run-out.


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