The brand has launched ‘The Pace Never Ends, Savour The Pause’ campaign with the global celebrity, that highlights the need to find a harmonious balance between life’s pace and the pause, focusing on how moments of pause help us re-center and find our gravity
Black Dog, from the house of Diageo, has roped in international superstar Keira Knightley to be the face of its #SavourThePause campaign in India. This one-of-a-kind, the exclusive collaboration will see the launch of a creative campaign with the actor to establish the significance of ‘Balance’ between the constant chase and occasional pause for the next-generation young achievers.
The campaign explores the constant negotiation between the pace and pause of everyday life, how moments of pause become the very pivot that centres us and brings us back in sync before we get pulled in by the demands of life again. Keira Knightley will be seen embodying the very essence of this narrative and finding this progressive harmony in the film.
The film, developed and created by VIRTUE Worldwide, showcases the charismatic British actor walking through and taking in a bustling, busy street. This denotes the pace that young achievers aspire to. She is then seen taking a momentary pause as she comes across a mirrored door, beckoning her to a world that helps her savour the pace and its fruits. As Keira walks into this space of pause, she finds a harmonious balance, surrounded by her friends and dear ones, delivering a strong message – “The Pace Never Ends, Savour The Pause”.
Commenting on the association, Keira Knightley said, “Our lives are always measured in time and in our achievements. We have adopted a pace where we seem to be rushing towards our next milestone constantly. The idea of balancing that pace with a pause to get back in sync is something I really relate to. I am honoured to be associated with Black Dog and hope to encourage our audience to adopt this progressive philosophy – one that helps strike a harmonious balance between the pace and savouring the pause.”
With this mammoth association, the brand aims to dial up its international stature and drive the next decade of growth in the country and establish its leadership position. Keira, with her calm yet confident personality, brings timeless style, elegance, and contemporary edge to the new world of Black Dog.
Abhishek Shahabadi, Vice President & Portfolio Head, Scotch & Premium Whites, Diageo India, added, “We are absolutely thrilled to have Keira Knightley onboard to deliver Black Dog’s next chapter of success and establish its leadership in the Indian industry. Her strong Scottish-English heritage resonates with the brand seamlessly. She is the perfect embodiment of achieving a harmonious balance in her personal space, while also delivering a critically acclaimed body of work as part of her career. Keira’s persona fits in perfectly with the renovated brand world of Black Dog that’s all about craftsmanship, harmony and fine taste. Through this campaign we want achievers to savour the pause as it is essential to power the pace.”
Elements Media Works, Diageo’s talent partners, played a key role in making the one-of-its-kind association happen between Black Dog and Keira Knightley.
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