Girl’s Night
Uncle Nearest Premium Whiskey is an award-winning, black, woman-owned brand of Tennessee whiskey. Uncle Nearest has grown into the best-selling, black-owned spirit ever but still lacks the name recognition of more mainstream brands.
Brief
Create a film spot that shows there’s more to Uncle Nearest than your average whiskey.
Insight
Whiskey is stereotypically considered a man’s drink.
Idea
Show that black women enjoy whiskey with short vignettes highlighting different moments from a girl’s night out.
Execution 1 - Getting Ready 30s
The camera shows a woman in a robe and colorful bonnet engaged in a group chat with friends.
I’m bringing the Uncle Nearest.
Yaaas! See you at 8.
Cut to the woman looking in the mirror.
She takes off the bonnet to reveal a head full of hair in need of some TLC.
She looks at the phone then back at her reflection with a laugh.
Now she know I ain’t gonna be ready by 8 o’clock.
Fade to a bottle of Uncle Nearest (award-winning, black, woman-owned appears on screen).
(woman’s voice - in a sing-songy tone)
We drinkin’ whiskey tonighttttttt.
Execution 2 - The Ice 30s
The camera shows the door of a house from the inside, the doorbell rings.
The door opens and the woman outside displays a bottle of Uncle Nearest.
Ayyye! You brought Uncle Nearest.
Girl, you know I had to.
One of the women begins to take off her coat.
Did you bring ice?
She puts her arm back in her jacket and with a sigh responds quietly.
I forgot...the ice.
She exits the house.
Fade to a bottle of Uncle Nearest (award-winning, black, woman-owned appears on screen).
(woman’s voice - in a sing songy-tone)
We drinkin’ whiskey tonighttttttt.
Execution 3 - A New Friend 30s
Two women enter the bathroom of a bar where they find a third woman crying.
You okay?
The crying woman responds quietly.
Yea, I just...I got stood up.
One of the women hands her a tissue.
Oh, girl. I know what can fix that.
She looks to her friend who responds excitedly.
Uncle Nearest!
They take their new friend by the hand and exit.
Fade to a bottle of Uncle Nearest (award-winning, black, woman-owned appears on screen).
(woman’s voice - in a sing-songy tone)
We drinkin’ whiskey tonighttttttt.