Diageo’s Johnnie Walker has unveiled a new campaign featuring Grammy Award-winning pop star Sabrina Carpenter, blending vintage aesthetics with a modern message that redefines whisky’s long-standing gender codes.
The film, which premiered on the jumbotron during Carpenter’s Pittsburgh concert on October 23, is now screening across her Short n’ Sweet tour through November. Styled in a retro, mid-20th-century TV commercial format, the ad opens with a deep male voice declaring, “They told her it was a man’s world. They said whisky wasn’t her drink.”
Carpenter responds with quiet defiance – no words, just a confident glance as she’s served a glass of Johnnie Walker Black Label. The scene subtly mirrors the theme of her upcoming album, Man’s Best Friend, underscored by the presence of a puppy at her feet – a symbolic nod to independence and self-assuredness.
Visually rich and tonally restrained, the campaign channels the “golden age of spirits advertising,” reinterpreted for today’s consumer – one that celebrates self-expression, inclusivity, and confidence without conformity.
The partnership extends beyond film. Fans attending Carpenter’s concerts can now enjoy her signature Johnnie Walker Black Label cocktails, inspired by her own take on classic serves.
Johnnie Walker’s legacy of celebrity collaborations continues to evolve. From Priyanka Chopra Jonas for Blue Label to Jude Law, Christina Hendricks, and Harvey Keitel, the brand has consistently paired storytelling with star power – and Carpenter’s addition marks a new, modern chapter in its journey to “Keep Walking.”
