Jude Law is a rich gentleman who has it all and just wants more in “A Gentleman’s Wager.” In this six-minute film, he takes the lead as a man who wishes to buy a boat from his friend (Giancarlo Giannini), only to hear it is not for sale. Refusing to take no for an answer, he takes to the dance floor back home in London to tap his way to changing his friend’s mind.
Funded by Johnnie Walker to market its Blue Label, “A Gentleman’s Wager” is the latest high profile release in the growing trend of companies producing films that are not explicitly advertisements as an effort to build their brand. Just this spring, Dick’s Sporting Goods commissioned the ESPN documentary ‘We Could Be King,’ about a high school football team in Philadelphia, and inserted relevant commercials surrounding it to boost consumer response. Along with Johnnie Walker and Dick’s, international corporations as large as Nike have begun indulging in the practice.
Directed by Jake Scott, shot by John Mathiesson, produced by Jules Daly and Tracie Norfleet and executive produced by Winslow Dennis, “A Gentleman’s Wager” ends in a way that suggests Johnnie Walker might have a series in mind, and Law’s character seems primed to become a new face for the brand.