Why Four Walls Whiskey Isn't Big on 'Innovation'

Rob McElhenney explains everything

Rob McElhenney don’t need no stinkin’ innovation!

He says so in a new video hyping Four Walls Irish American Whiskey, the brand he co-founded with fellow actors Glenn Howerton and Charlie Day:

“Having a drink shouldn’t be complicated. But these days, everything seems to be intentionally confusing. Brands always call it innovation. Get over yourself, it’s a drink.”

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“And these brands, they’re all chasing the same customer,” Rob continues. “Suckers that believe something must be good if you call it innovative. Well, guess what, buddy. Those customers are just going to abandon you once the next ‘innovation’ comes along.”

Yeah! In your face, forward thinkers!

But hold on—Charlie supplies the kicker: “Isn’t Four Walls an exciting new innovation that brings two great spirits together? Giving drinkers a best of both worlds experience in one bottle?”

In your face, Rob!

Breaking today, the amusing spot amplifies past brand themes, leveraging its star power to maximum advantage.

“In this particular spot, and over the last year since our launch, we’ve been able to make our start-up whiskey brand look like a much bigger brand because of the scrappy, creative approach that comes from knowing exactly what you need to get done and having the right people to do it,” Ashley Purdum, Four Walls head of brand marketing & communications, tells Muse.

Of course, Rob’s well known for starring with Ryan Reynolds in various projects (mainly around their Wrexham AFC soccer club). This work takes a page from those scripts: righteous repartee and self-aware snark, always on point.

“It’s all about the chemistry and letting the ideas and creative lead,” Purdum says. “We kept the team super tight. Casey McGrath [another Four Walls co-founder/CEO] wrote the brand and messaging strategy, then wrote and directed all the spots himself.”

“And when you have talents like Glenn, Rob and Charlie, it just makes everything easier,” she says. “Rob basically did the ‘Innovation’ walk-and-talk in one take.”

Walking and talking at the same time? Talk about innovation! (Written with love, dude. Always the love.)