How Sammy Davis Jr broke barriers with whiskey commercials
Sammy Davis Jr is a towering figure in entertainment history, a multifaceted artist whose talent knew no bounds. The iconic entertainer and member of the Rat Pack was also famously associated with Suntory Whiskey, particularly during the 1970s and 1980s, when he became a prominent figure in the company’s marketing campaigns in Japan.
In the ’70s, the Japanese whiskey brand strategically decided to use international celebrities in their advertisements to appeal to a broader audience. They tapped into Davis Jr’s fame and charisma, featuring him in commercials promoting their product.
It was the advertisement’s departure from ‘traditional’ musical accompaniment that set it apart and rendered it exceptionally memorable. Despite the absence of an actual song, the ad exudes a highly musical essence with Davis Jr engaging in scat singing, accompanied by what can be described as an early form of beatboxing.
As he prepares a glass of whiskey, his rhythmic scat vocals align with the taps on the bottle and the clinking of ice cubes. The result is a captivating and sensory-rich fusion of rhythmic sounds. Opting for an original approach instead of using a pre-existing song distinguished this ad and significantly contributed to its lasting impact.
Beyond infiltrating many entertainment spaces, Davis Jr was also a remarkable trailblazer in challenging racial barriers in various industries. In an era marked by segregation and racial prejudice, he faced countless challenges, yet his talent and determination transcended these. His performances on stage and screen were not only groundbreaking but also instrumental in paving the way for future generations of black entertainers.
He also forayed into Hollywood, appearing alongside acclaimed actors, which included roles in movies like Ocean’s 11 alongside the Rat Pack, Porgy and Bess, and Sweet Charity. These projects each highlighted Davis Jr.’s acting abilities and further cemented his status as a Hollywood star.
Even after his passing in 1990, Davis Jr’s legacy continues to transcend time, with his contributions to the world of entertainment and his enduring impact on culture solidifying his place as a true icon. Everything that he achieved was a testament to his talent, perseverance, and ability to touch the hearts of millions through the power of performance.
