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Bulleit “Anti-Established” 2014

Bulleit “Anti-Established” (2014) is a Bulleit commercial directed by Christopher Riggert for Leo Burnett, produced by Finch. It won 3 awards, including D&AD 2014 Wood Pencil — Film Advertising Crafts / Direction for Film Advertising and Spikes Asia 2013 Bronze Film Craft Art Direction.

A poetic voiceover laments the loss of traditional craftsmanship and values in a world obsessed with efficiency, while visuals showcase individuals dedicated to their craft and a non-conformist lifestyle.

Video: FINCH on Vimeo

Shot by shot

  1. A person's hand holds a glass of amber liquid, possibly whiskey, against a blurred outdoor background with a cloudy sky.© Bulleit0:00
  2. A wide shot of a train yard with multiple tracks and freight cars, with industrial cranes visible in the distance under a clear sky.© Bulleit0:05
  3. Three semi-trucks are parked in a row under a highway overpass, with a large industrial plant emitting smoke in the background on a bright day.© Bulleit0:13
  4. A young man in a light blue shirt and dark pants climbs over old, rusted cars in a junkyard on a sunny day.© Bulleit0:26
  5. A man in a blue shirt and jeans plays a piano on a dusty lot in front of a building with large windows and a parked pickup truck.© Bulleit0:38
  6. A man in his 60s, wearing a top hat and an orange shirt, works on a hat behind a counter in a dimly lit hat shop.© Bulleit0:51
  7. A young woman with long dark hair looks intently at the camera, her face partially obscured by shadow against a muted sky.© Bulleit0:56
  8. A man in a red plaid shirt chops wood with an axe at night, next to a house and a pickup truck.© Bulleit1:00
  9. A blurred shot shows bright sparks flying upwards from an unseen source, with dark, indistinct shapes in the background.© Bulleit1:03
  10. A man with dark, curly hair and shaving cream on his face shaves in a mirror in a dimly lit bathroom.© Bulleit1:07
  11. A lone cowboy on horseback rides through a desolate urban underpass, surrounded by towering concrete highway overpasses and red traffic lights.© Bulleit1:10
  12. A woman with long brown hair, wearing a light-colored dress, runs through a field of tall grass, looking over her shoulder.© Bulleit1:17

Stills © Bulleit. Made by Leo Burnett, Finch and Christopher Riggert.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Celebrating traditional craftsmanship and non-conformity against modern efficiency.

Tagline: “Bulleit Whiskey. Anti-established.”

voice of god narrationmontage of diverse individuals противопоставление (contrast)return to traditionrebellious spirithidden product placement

The cut

Length
90 s
Shots
52
Average shot
1.7 s

What creatives use Bulleit “Anti-Established” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Bulleit “Anti-Established”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person's hand holds a glass of amber liquid, possibly whiskey, against a blurred outdoor background with a cloudy sky.© BulleitA wide shot of a train yard with multiple tracks and freight cars, with industrial cranes visible in the distance under a clear sky.© BulleitThree semi-trucks are parked in a row under a highway overpass, with a large industrial plant emitting smoke in the background on a bright day.© BulleitA young man in a light blue shirt and dark pants climbs over old, rusted cars in a junkyard on a sunny day.© Bulleit
    Frames from Bulleit “Anti-Established”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Bulleit “Anti-Established” in order, with its length, framing and what happens in it.

    A person's hand holds a glass of amber liquid, possibly whiskey, against a blurred outdoor background with a cloudy sky.© BulleitA wide shot of a train yard with multiple tracks and freight cars, with industrial cranes visible in the distance under a clear sky.© BulleitThree semi-trucks are parked in a row under a highway overpass, with a large industrial plant emitting smoke in the background on a bright day.© BulleitA young man in a light blue shirt and dark pants climbs over old, rusted cars in a junkyard on a sunny day.© BulleitA man in a blue shirt and jeans plays a piano on a dusty lot in front of a building with large windows and a parked pickup truck.© BulleitA man in his 60s, wearing a top hat and an orange shirt, works on a hat behind a counter in a dimly lit hat shop.© Bulleit
    Length: 90 s · Shots: 52 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a voice of god narration

    Before you present an idea, you need to know who has done it, and how.

    Bulleit “Anti-Established” is built on a voice of god narration. Search the library by idea to see every spot that uses it.

    Nike “Voice of Belief”© NikeGant “I have seen”© GantBundaberg Red “Catfish”© Bundaberg RedGillette “Homage”© Gillette
    Nike · Gant · Bundaberg Red · Gillette

More commercials by Christopher Riggert

  • Spark "Wedding Speech" (2019) commercial still© SparkSpark “Wedding Speech” 2019Dir. Christopher Riggert · Colenso BBDOLondon International Awards Silver 2019
  • GE "Raining Octopuses" (2016) commercial still© GEGE “Raining Octopuses” 2016Dir. Christopher Riggert · BBDOEpica Silver 2016
  • Traffic Accident Commission Victoria "TAC - Rethink Speed" (2017) commercial still© Traffic Accident Commission VictoriaTraffic Accident Commission Victoria “TAC - Rethink Speed” 2017Dir. Christopher Riggert · Clemenger BBDOD&AD Wood Pencil 2017
  • Lilydale "Baiada - Nothing But Lilydale Will Do" (2026) commercial still© LilydaleLilydale “Baiada - Nothing But Lilydale Will Do” 2026Dir. Christopher Riggert · Clemenger BBDO
  • Mazda Australia "Next-Gen CX-5. It’s kind of a big deal" (2026) commercial still© Mazda AustraliaMazda Australia “Next-Gen CX-5. It’s kind of a big deal” 2026Dir. Christopher Riggert · Clemenger BBDO
  • Toyota "Corolla - Deconstruct" (2025) commercial still© ToyotaToyota “Corolla - Deconstruct” 2025Dir. Christopher Riggert · Publicis Mojo

More from Leo Burnett

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Questions

Who directed the Bulleit “Anti-Established” commercial?

Christopher Riggert directed it, produced by Finch, for the agency Leo Burnett.

Which agency made Bulleit “Anti-Established”?

Leo Burnett created it for Bulleit (2014).

What awards did Bulleit “Anti-Established” win?

3 awards, including D&AD 2014 Wood Pencil — Film Advertising Crafts / Direction for Film Advertising, Spikes Asia 2013 Bronze Film Craft Art Direction and Spikes Asia 2013 Bronze Film Craft Script.

What is the tagline of Bulleit “Anti-Established”?

“Bulleit Whiskey. Anti-established.”

Sources for the credits and awards

dandad.orgweb.archive.org