Maker’s Mark debuts ‘Perfectly Unreasonable’ campaign
The new global ad campaign from Maker’s Mark celebrates the Bourbon brand’s uncompromising whiskey-making process.
Suntory Global Spirits-owned Maker’s Mark has announced a new ad campaign titled ‘Perfectly Unreasonable’, which includes integrations with NBC’s Late Night with Seth Meyers as well as The Lonely Island and Seth Meyers and Family Trips with the Meyers Brothers podcasts.
“Perfectly Unreasonable is more than a campaign – it has been our ethos since my grandparents broke with tradition to reimagine what Bourbon could be,” said eighth generation whisky maker and managing director Rob Samuels. “Maker’s Mark continues to be driven by the pursuit of better Bourbon and a better world, with our founders’ vision as our north star.”
The new campaign was shot by Swedish film director Marcus Söderlund and illustrates that breakthrough accomplishments are born from challenging the status quo with vision and determination.
Maker’s Mark was founded in 1953 by Margie and Bill Samuels Sr, who burned their family’s 170-year recipe to create something new.
“This bold campaign reinforces how Maker’s Mark is unique in its uncompromising commitment to excellent Bourbon, as well as the personal and unconventional ways we communicate to consumers,” said Chloe Lloyd-Jones, vice president of global brand marketing, Maker’s Mark. “We know Perfectly Unreasonable will resonate with Maker’s Mark fans, who expect nothing less from us, and new whiskey drinkers around the world.”
The campaign marks the first time that Maker’s Mark has worked with global creative agency Carmichael Lynch.
A fully integrated campaign will roll out across the US and in key markets globally throughout 2025.
The hero creative will take 30-second, 15-second and six-second forms across television, streaming, digital and social media, and will be supported via the brand’s website, ambassador program and distillery experiences.
To watch the 60-second iteration of the ad, click below.
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