Glenmorangie, the renowned Highland single malt Scotch whisky brand, has unveiled a captivating global campaign titled ‘Once Upon a Time in Scotland,’ featuring the iconic Harrison Ford. Directed by Joel Edgerton, the campaign is a cinematic exploration of Scotland’s rich whisky-making traditions, offering a unique behind-the-scenes look at Glenmorangie’s distillery in the northeast Highlands.
The Campaign’s Concept
The ‘Once Upon a Time in Scotland’ campaign consists of a series of episodic films that delve deep into the art of whisky production. Throughout these films, Ford immerses himself in Scottish culture, learning about local pronunciation, the etiquettes surrounding kilts, and the social customs tied to the beloved single malt whisky. His journey takes viewers on a scenic tour of the Highlands, with notable stops at Glenmorangie’s distillery in Tain, Ardross Castle, and the picturesque Loch Glass landscapes.
Alongside Ford, Glenmorangie’s distillery team members appear, providing valuable insights into the meticulous craftsmanship that goes into creating their flagship whiskies. Featured prominently in the campaign are Glenmorangie’s Original 12 Years Old and Infinita 18 Years Old, two of the brand’s most celebrated expressions.
Filming Locations and Cultural Richness
The series captures the essence of the Highlands, with its breathtaking landscapes and age-old traditions. Tain, where Glenmorangie’s distillery is based, offers a glimpse into the heart of whisky production, while the surrounding castles and lochs infuse the campaign with Scottish heritage. By highlighting these locations, the campaign not only showcases the whisky itself but also immerses viewers in the culture of the region.
Trend Themes in the Campaign
- Celebrity-led Brand Campaigns
Leveraging Harrison Ford’s star power brings a sense of gravitas and appeal to the Glenmorangie brand. By incorporating a globally recognized figure, Glenmorangie enhances emotional engagement, broadening its audience reach and reinforcing its status as a luxury whisky brand. - Experiential Marketing Film Series
The campaign marks a growing trend of brand storytelling through episodic films. This immersive approach allows consumers to experience Glenmorangie’s values, craftsmanship, and the cultural significance of whisky in a deeply engaging manner. - Cultural Immersion Advertisements
Featuring authentic Scottish experiences, the campaign taps into the global desire for real, unfiltered cultural storytelling. For consumers, especially those interested in luxury spirits, the authenticity of the tradition behind the product adds to the overall appeal.
Industry Implications
- Alcoholic Beverages
Glenmorangie’s cinematic approach is reshaping whisky marketing. By blending tradition with visual storytelling, whisky brands are enhancing how they communicate the craftsmanship behind their products, creating a more engaging consumer experience. - Film and Entertainment
Joel Edgerton’s involvement signifies the growing intersection of the film industry and brand marketing. Directors from Hollywood are increasingly being enlisted to bring fresh perspectives to advertising, elevating campaigns to new creative heights. - Luxury Goods
Associating their products with cinematic narratives and prestigious personalities like Ford, Glenmorangie is positioning itself more firmly within the luxury goods market. Whisky brands are using storytelling to underscore the exclusivity and premium nature of their offerings.
