Bruce Lee is back for Blue Label

Kung-Fu master Bruce Lee has been reincarnated in a new ad campaign for Johnnie Walker in China.

Bruce Lee's eyes

The Hong Kong action film legend, who died in 1973, was brought back to life by post-production firm The Mill. Lee’s Daughter Shannon was a consultant producer for the project led by ad agency BBH China.

In the ad, which celebrates ‘game changers’, Lee lookalike Danny Chan initially plays the character, but most of Lee’s true to life form was created via 3D modeling using old interviews, films and photographs.

Buzz around the campaign using online videos of Bruce Lee fans was created by OgilvyOne, while Ogilvy PR put on an event attended by Shannon Lee and seeded teaser activity before the main campaign was launched.

Johnny Tan, BBH Asia ECD said: “This film isn’t a technological gimmick. It is designed with a singular mission–to inspire viewers to follow their instincts and strive to be a game changer. Bruce Lee is the ultimate game changer. Hopefully, this film allows people to see Bruce Lee, the man. And that his philosophy can have a meaningful impact on a whole new generation.”

Johnnie Walker/Diageo Credits:

Mark Edwards
Siew-Ting Foo
Michelle Guo
Jane Li
Cindy Lim

Executive Creative Director: Johnny Tan
Creative Director: Leo Zhang
Copywriter: Jay Qian, Leo Zhang
Art Director: Jeffrey Sun, Johnny Tan, Nicola Chung, Woody Pan
Agency Producer: Krystie Koh
Business Director: Finnian O Neill
Planner: Charles Wigley

Ogilvy PR
Chief Operating Officer, Managing Director:Ella Chan
Associate Director:Lisa Cao
Senior Consultant:Chris Huang
Senior Consultant: Roy Lu

Ogilvy One
Digital Creative: Darren Crawforth, Stanley Tao, Herry Hua, Lily Wang
Content & EPR: Jeffery Cheng, Nianjia Chen, Sonic Zhao
Production: Joseph Chan, Daniel Channing, Eddie Li
Client Servicing: Nora He, Nick Lee, Ciel Chen


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