Jeremiah Weed 'alligator' by Johnny Fearless

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Diageo is backing the UK launch of its new Jeremiah Weed brand with a TV campaign featuring a man and his pet alligator.

The activity has been created by Johnny Fearless to build on the brand proposition: "It’s what it is."

The ads also run in cinemas in Scotland and digitally across the UK.

It was created by Paul Domenet and directed by The General Assembly through Skin Flicks.

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Released: 30 October 2012

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Jonathan Burley and Laurence Green

Jonathan Burley and Laurence Green

With work from The Times/Sunday Times, The Co-operative, Samsung, William Hill, Jeremiah Weed and Fuze Tea.

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