Guys Who Make Stuff
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Lil' Sweet

Johnnie Walker wanted an ad that appealed to Hispanics in America that paid off their 'keep walking' tagline. There was no media buy to work against, just a simple message to deliver: immigrants make America, America. 

We quickly thought of Woody Guthrie's classic protest song 'This land is your land.' Though it's often misinterpreted as a blissfully ignorant patriotic jingle, lyrically it is anything but. It's a protest song through and through, all about America belonging to Americans—all of them. 

In a year when Hispanic Americans have been maligned as unwelcome illegals (even when they aren't) by a sizeable chunk of the population and one major candidate, it felt right to use an American classic to encourage these full blooded Americans to keep going. To persist against the abuse and hate. And to remind them that we are all Americans.


Lil’ Sweet


We wanted a character who could deliver sweet, zero calorie Diet Dr Peppers to people in their moments of weakness. So naturally, we created Lil’ Sweet. He’s just like you and me in that he’s a child-sized rock star with the voice of an angel and the Diet Dr Pepper supply of a Diet Dr Pepper delivery man. While it was sad saying goodbye to our little friend after two years when we left Deutsch, we're proud to see him continue to thrive. The campaign won its second Effie last year, this time for a sustained campaign.

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