Awesome performance by Robert Carlyle (the actor in the spot). The timing and flow of this spot was really well executed. It would be quite entertaining to see him perform this spot as his character Begbie from the movie Trainspotting
True fans are usually curious about what goes on behind the scenes; this is true for music, movies, racing and in this case brands. I liked the reasons behind the square bottle and diagonal label. Johnnie Walker wants you to socialize and drink their whiskey, they also want you to talk about their brand and the bottle/label tidbits are easy to remember and talk about.
My favorite whiskey to drink is not bottled by Johny Walker, but my favorite whiskey brand is Johnnie Walker.
[UPDATE]: The original video was removed from YouTube. Found another one.