The latest campaign from single malt scotch whisky brand Glenmorangie stars Hollywood stalwart Harrison Ford.
Called ‘Once Upon a Time in Scotland’, the campaign is made up of a series of episodic films directed by actor and film-maker Joel Edgerton.
The film follows Ford as he discovers the complexities of whisky distilling, while exploring Scottish culture. The actor learns Scottish pronunciation and kilt etiquette and bonds with locals over single malt whisky.
Harrison Ford said: “I loved working with the team at the Distillery — they were all great. The whole process of filming was full of unanticipated joys: little unexpected moments. It’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious. I think what Joel has produced has a certain charm to it, because it’s unpretentious and just amusing.”
Filmed in the Highlands of Scotland, the film also stars Glenmorangie’s distillery team.
The 12-episode series is accompanied by a hero film and still images shot by fashion photographer Lachlan Bailey. The images show Ford in a Scottish kilt designed by streetwear brand Palace.
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The Glenmorangie Company president and CEO Caspar MacRae said: “Harrison Ford is the real deal: a true global icon, and a genuine whisky lover. It was a dream come true to collaborate on this campaign and welcome him to our home in the Highlands to discover more about Glenmorangie.
“He is someone who has honed his craft over decades, which gives him a real appreciation for the dedication and skill of our distillery team. Like us, he’s not afraid to laugh at himself – and I think Joel has perfectly captured his authentic warmth, alongside his roguish sense of humour.
“We hope whisky lovers around the world will enjoy exploring the episodes and learning more about the real people and places behind our whiskies, through Harrison’s eyes.”
The campaign will roll out on 28 January 2025 across online video, connected TV, out-of-home, experiential, PR and social media.
Six episodes will be available to start with and the rest will be rolled out later this year.
Joel Edgerton, director, Once Upon a Time in Scotland, said: “I’ve spent my whole life watching commercials that follow an expected format and so I really like it when things are a little disruptive, fun, and irreverent. It was nice that we got a chance within the very traditional industry of whisky to get behind the scenes, to subvert the seriousness that often goes into an advertising campaign and have fun with that. I hope that people get to see the short film and the full-length episodes – and enjoy them and share them around.”
