Glenmorangie has signed Harrison Ford to be the face of its new “unconventional” campaign.
“My father used to be in advertising, and I remember how bureaucratic it all is,” explained the Hollywood star.
“I think it’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious. Credit to them for letting us play. I think it’s fun to not be as structured and ‘strictured’ as a commercial.”
The end result is Once Upon a Time in Scotland, a series of 12 shorts and a hero film, directed by actor and filmmaker, Joel Edgerton.
“There were a bunch of firsts for me: spending time in Scotland, working with Harrison, and shooting the campaign. I’ve never really made anything in the advertising world before,” added Edgerton.
“We planned these short stories to shoot in Scotland, but although we were going to work together, we’d never met each other. So, when I was in LA, I asked Harrison to have lunch with me to introduce myself. We started talking, and the first thing [he] said was that [he was] worried that they wanted him to ride horses and fly planes. That was essentially the tenor of the first story that we’d written: ‘I don’t want to do all this tough guy sh*t – I just want to relax by the fire.’”
Instead Harrison brings his wry humour to the shorts as he journeys to Glenmorangie’s Highland home, to discover the skill and craftmanship that goes into making each bottle of its whisky.
He also gets the full Scottish experience, from pronunciation to kilt etiquette.
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“I loved working with the team at the Distillery — they were all great,” continued Harrison.
“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.”
The films are supported by still images shot by acclaimed fashion photographer Lachlan Bailey.
“Harrison Ford is the real deal: a true global icon, and a genuine whisky lover,” explained Caspar MacRae, President & CEO of The Glenmorangie Company.
“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.”
Once Upon a Time in Scotland will roll out globally from this week across online video, connected TV, out-of-home formats, experiential, PR and social media.
