A Legendary Collaboration
Glenmorangie Highland single malt Scotch whisky has unveiled a captivating new global campaign, featuring legendary actor Harrison Ford. Celebrated for his iconic roles in Hollywood, Ford brings his signature wry humour and charisma to this series of short films, directed by acclaimed actor and filmmaker Joel Edgerton. The campaign offers a unique glimpse into the authentic craftsmanship behind Glenmorangie’s celebrated whisky, taking viewers on a whimsical journey.
The campaign, Once Upon a Time in Scotland, is an evocative portrayal of Ford’s visit to the brand’s Highland home. From tackling the art of Scottish pronunciation to understanding the nuances of kilt etiquette, Ford immerses himself in the local culture, even sharing a dram of single malt with the locals. Shot in an offbeat, unscripted style, the campaign promises to engage whisky enthusiasts and film fans alike.
A Celebration of Craftsmanship and Culture
Filmed amid the breathtaking scenery of Scotland’s north-east Highlands, the campaign showcases the unparalleled beauty of the region. Key locations include the historic Glenmorangie distillery in Tain, Ardross Castle, and the rugged landscapes surrounding Loch Glass. These scenic backdrops offer a fitting tribute to the whisky’s heritage, which dates back over 180 years.
The real stars of the campaign, alongside Ford, are the distillery team, who bring their passion and expertise to the screen. Making their acting debut under the guidance of a Hollywood legend, the team’s authenticity shines through, reflecting the dedication and skill that define Glenmorangie’s whisky-making process.
Adding to the allure are Glenmorangie’s flagship whiskies, Glenmorangie Original 12 Years Old and Glenmorangie Infinita 18 Years Old, which play pivotal roles in the films. These whiskies exemplify the brand’s commitment to creating complex, elegant, and timeless spirits.
The Vision Behind the Campaign
The series comprises 12 episodic films and a hero feature, accompanied by striking still images captured by renowned fashion photographer Lachlan Bailey. These visuals present Ford in a fresh light, including him donning a Scottish kilt designed by streetwear brand Palace. The campaign is a harmonious blend of tradition and modernity, reflecting Glenmorangie’s innovative approach to storytelling.
Caspar MacRae, President and CEO of The Glenmorangie Company, described the collaboration as a perfect match: “Harrison Ford is not only a global icon but also a genuine whisky lover. His appreciation for craftsmanship and his ability to bring warmth and humour to the project made him the ideal partner for this campaign. Joel Edgerton has masterfully captured these qualities, creating something truly special.”
Ford’s Take on the Experience
Reflecting on his involvement, Ford expressed his delight: “The distillery team were a joy to work with. The entire experience was filled with unexpected, delightful moments. Glenmorangie’s approach to this campaign was refreshingly unpretentious, and Joel’s vision has resulted in something truly charming.”
Edgerton’s Unique Direction
Director Joel Edgerton shared his thoughts: “Whisky ads often feel overly serious, but Glenmorangie gave us the freedom to be playful. The campaign celebrates the charm and personality of the brand in an unconventional way. I hope audiences worldwide enjoy this journey through the Highlands.”
Global Launch and Availability
The Once Upon a Time in Scotland campaign will launch globally on 28 January 2025. It will span multiple platforms, including online videos, connected TV, experiential activations, PR, and social media. The first six episodes, along with behind-the-scenes footage, will debut on Glenmorangie’s website, with additional content released throughout 2025.
