Bushmills Irish Whiskey and creative agency Havas Village Dublin have launched ‘Pursuing Perfection’ the brand’s new global campaign.

Directed by Tom Green through production company Stink Films, the 60-second spot is part of an integrated multi-channel campaign promoting the brand’s malt and blend (Black Bush) products.

In the film, the central character returns home to reconnect with family and friends, surfing and socialising on the North Antrim Coast. The protagonist’s plight to improve his surfing is said to be a metaphor for the whiskey’s drive for perfection in its production.

“Telling the story of a person’s life in a snapshot felt like an opportunity to create a deeply emotive film,” Stink Films director Tom Green said.

“I wanted to bring a very strong sense of narrative but one which remained fully open to interpretation, that would hopefully create a bit more mystery for audiences to take their own meaning from. It felt like the story could have more cinematic scale that way.”

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The fact that the whiskey brand is the oldest licenced distillery in the world and has drawn is water from the River Bush in County Antrim for over 400 years, inspired the brand line ‘Pursuing Perfection Since 1608’.

Havas creative director Adrian Fitz-Simon added: “When we first started working with Bushmills, we quickly understood two key things: how seriously they take their whiskey making and how deeply their roots are embedded in the surrounding landscape. We wanted to capture the essence of Bushmills’ ongoing pursuit of perfection through the analogy of one person’s deep connection to the Antrim coastline and those who inhabit it.”