I loved commercials when I was at school. These short, creative stories, which opened up a whole world in just a few seconds, fascinated me from the very beginning. When I was doing an internship at an advertising agency, I was able to borrow and watch the so-called Cannes reels on DVD. This collection of the best commercials from all over the world was like a treasure for me.
The legendary Johnnie Walker commercial
The Johnnie Walker commercial “Human (The Android)” dates back to 2006. The commercial was produced by the agency BBH, London and directed by Dante Ariola. The creative team consisted of Steve Robertson and Justin Moore. Aaron Cash played the role of the android. The spot was produced by Kristin Armstrong and produced by MJZ.
At the time, I thought this commercial in particular was great. Older advertisers will remember the great Johnnie Walker campaigns that stood out for their powerful stories and deep messages. But I just had to think of this commercial again the other day, because in my eyes it is more topical than ever.
A timeless reflection on humanity and progress
In 2006, when this commercial was first broadcast, the story of a thoughtful android reflecting on human existence seemed like a far-off dream of the future. But today, at a time when artificial intelligence (AI) is becoming increasingly important and the goal of achieving Artificial General Intelligence (AGI) is approaching, the commercial seems prophetic.
The commercial shows a human-like robot walking through a barren landscape and reflecting on human nature and progress. His journey symbolizes the search for humanity and understanding in an increasingly technological world. The voice-over of the commercial talks about the virtues and flaws of humanity and how our weaknesses make us strong. This is very reminiscent of the current discussions surrounding AI and the ethical issues that go hand in hand with it.
As we move towards AGI, where computers could become more intelligent than humans, the central message of the Johnnie Walker commercial remains relevant: It’s our humanity that defines us. At a time when machines are becoming ever more powerful, we need to remember what it means to be human.
The spot ends with the iconic slogan “Keep Walking”, symbolizing not only relentless progress, but also a call to remain human as we continue to evolve technologically.
The importance of ethical rules in technological development
The more I think about it, the more I realize how important it is that we consider not only the technical advances, but also the human aspects and ethical issues in this “arms race” of technology. More and more rules should be defined to ensure that our technological developments are in line with our human values and needs.
Sources:
