William Lawson's

The most average man in the world

School: Westerdals School of Communication


The campaign "the most avarage man in the world" is based on the insight that young adults, particularly teenagers, are not usually fond of whiskey due to the over the top masculine stereotypes that are associated with it. The campaign aims to challenge the notion that whiskey is a drink for older, more refined men and highlight that William Lawson's new Highlander Orange is a whiskey that can be enjoyed by everyone, regardless of age or gender.

The campaign's message is delivered through a parody of the famous Dos Equis "the most interesting man in the world" ad, with the main character being "the average man in the world." The ad portrays the average man as someone who doesn't conform to the typical whiskey-drinking stereotype and suggests that people should be comfortable with not liking whiskey. The ad then introduces William Lawson's new Highlander Orange as a fresh take on whiskey that breaks free from the traditional mold of over the top manly stereotypes.

Overall the campaign's tone reflects on whiskey culture amongst young adults in a humorous way.

This student campaign titled 'The most average man in the world' was published in Norway in March, 2023. It was created for the brand: William Lawson's, by ad school: Westerdals School of Communication. This Film medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 18 days ago by Art Director: Gard Bekk Wanderoy of Rosser.


Art Director: Gard Bekk Wanderoy
Art Director: Nicolai Vogsted Drange


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.