Pasaporte a Sanfermin con Passport Scotch

Today we revive a curious commercial which was published in The USA in 1972 for the whiskey distillery Passport Scotch and which used the running of the bulls as the catch-line. The slogan in its publicity campaign played with the brand name of the whisky, (Passport Scotch) by inviting people to use it like a passport to different adventures and situations such as travelling on a balloon or taking a trip on a gondola as well as taking part in a running of the bulls. In this case, the drink is the Passport that allows you escape from the bulls. There is no direct reference made to Pamplona, as the location looks more like a small town but the word play with the “Running of the bulls (Encierro)” from Pamplona in Sanfermin is clearly the catch-line.

The illustration allows all those who are carrying a bottle of password whisky to be saved and even if you don’t come with any baggage you mustn’t forget your “passport” which is, of course, the whisky bottle from this trademark. In addition, the announcement informs us that we will be welcome anywhere in the world if we carry a bottle of Passport Scotch. This type of commercial could not be currently exploited and it would also most probably cause a scandal on the social networks… but as you can see, there was a time when it seemed a normal type of advertisement and this is how we now tell it to you.