Wanted: whisky promoter. Job skills: slow clapping, a vaguely retro sense of manliness.
Corby Distilleries Ltd. is looking to induct a sixth member into its fictional “society of uncompromising men,” The Wiserhood.
The ongoing campaign for the Windsor, Ont.-based distillery’s Wiser’s brand of whisky, created by Toronto ad agency John St., features men in various scenarios that generally threaten them with looking silly or simply not getting their way. When they refuse to compromise, they are applauded by a group of well-dressed, whisky-drinking figures who spontaneously appear, Bloody Mary-like, in response to the men’s actions.
To extend the campaign more actively into social media, the company has invited Canadians to compete on Facebook for the chance to appear in a commercial next year. By February, it will whittle the entries down to 15 finalists. The winner, chosen by fan votes, will appear among the slow-clapping group clad perpetually in jackets and knitwear. (The contest is open to women as well, which would make for an interesting addition to these sentinels of male dignity.)
The company has also launched a Slow Clap App for Android and Apple devices, which allows users to sound a slow clap at the tap of a button, and to add items such as mustaches and jackets to photos of their friends to make them more Wiserhood-ready.