Badass bourbon

Jim Beam embraces its dark side.
Jim Beam

Jim Beam has realized the power of the dark side. The brand has unveiled a new type of liquor, Jim Beam’s Devil Cut, a first-of-its-kind bourbon made by extracting and bottling the last drops of liquid trapped inside wooden bourbon barrels. This ad, developed by New York-based StrawberryFrog, promotes the badass bourbon by playing off the idea of “Angel’s Share” (the portion lost to evaporation). Devil’s Cut was named to be the yang to Angel’s Share’s yin. As the guy in the ad finds out, there are some things worth going to hell for.


advertiser: Jim Beam
agency: StrawberryFrog