Glenmorangie has unveiled its newest world marketing campaign, As soon as Upon a Time in Scotland, starring none rather than Harrison Ford. The cinematic icon, celebrated for his indelible roles in Indiana Jones and Superstar Wars, trades his whip and lightsaber for a dram of unmarried malt in a sequence of episodic movies directed by means of actor-filmmaker Joel Edgerton.
Shot in opposition to the rugged wonderful thing about the Scottish Highlands, the marketing campaign blends Ford’s trademark wit with Glenmorangie’s 180-year legacy of whisky craftsmanship, making a narrative as subtle and layered because the spirit itself.
A Cinematic Icon Meets Whisky Craftsmanship
Glenmorangie’s determination to solid Harrison Ford because the face of its new marketing campaign is as daring as it’s impressed. Identified for his no-nonsense character and dry humour, Ford brings an authenticity that mirrors the logo’s willpower to custom and innovation.
The marketing campaign, filmed around the north-east Highlands, sees Ford immerse himself in Glenmorangie’s global—from mastering the pronunciation of Gaelic words (with predictably funny effects) to bonding with the distillery’s craftsmen over shared stories of artistry and endurance.
The episodic structure, comprising 12 quick movies and a hero characteristic, eschews shiny promoting tropes in favour of a candid, “off-script” taste. Ford’s adventure is much less a refined endorsement and extra a real exploration—suppose Indiana Jones meets Sideways, however with kilts and copper stills.
As Caspar MacRae, President & CEO of The Glenmorangie Corporate, notes:
“Harrison Ford is the actual deal: a real world icon, and a real whisky lover. It used to be a dream come true to collaborate in this marketing campaign… He’s any person who has honed his craft over a long time, which supplies him an actual appreciation for the willpower and talent of our distillery crew.”
In the back of the Scenes: Scotland’s Dramatic Landscapes Take Centre Level
The marketing campaign’s visible grandeur is simple. Filmed at Glenmorangie’s historical Tain distillery, the Nineteenth-century Ardross Fort, and the mist-kissed shores of Loch Glass, As soon as Upon a Time in Scotland is a love letter to the Highlands.
Acclaimed style photographer Lachlan Bailey captures Ford in moments of unscripted attraction—whether or not adjusting a tartan kilt by means of streetwear label Palace or sharing fun with the distillery crew, a lot of whom are first-time actors.
Joel Edgerton, the director at the back of the lens, explains the marketing campaign’s playful irreverence:
“I’ve spent my complete existence looking at ads that observe an anticipated structure… It used to be great that we were given a possibility inside the very conventional business of whisky to subvert the seriousness and feature a laugh.”
This stability of custom and modernity is reflected in Glenmorangie’s whiskies themselves. The flagship Glenmorangie Authentic 12 Years Previous and the opulent Glenmorangie Infinita 18 Years Previous are solid as co-stars, their wealthy profiles reflecting the landscapes that formed them.
Quotes from the Forged: Authenticity, Humour, and Shared Pastime
Harrison Ford’s dry humour permeates the marketing campaign, providing glimpses of the person at the back of the parable. Reflecting on his enjoy, he stocks:
“I beloved operating with the crew on the Distillery — they have been all nice. The entire procedure… used to be stuffed with unanticipated joys: little sudden moments. It’s a tribute to Glenmorangie’s sensibilities that they allow us to be not up to completely severe.”
For Edgerton, the challenge used to be an workout in breaking conventions:
“I’m hoping that individuals get to look the fast movie and the full-length episodes – and revel in them and percentage them round.”
International Rollout: The place to Watch
Having already introduced globally on 28 January 2025, As soon as Upon a Time in Scotland will span virtual platforms, hooked up TV, and experiential activations. Six episodes and behind-the-scenes content material will debut on glenmorangie.com, with further releases deliberate all through the yr.
The marketing campaign’s mix of storytelling and surroundings positions it no longer simply as an commercial, however as a cinematic ode to Scotland’s whisky heritage.
Why This Marketing campaign Issues for Luxurious Whisky
In an generation the place shoppers crave authenticity, Glenmorangie’s option to foreground its craftsmen—and a Hollywood legend with 0 pretense—is a masterstroke. By way of letting Ford’s wit and the distillery’s humility shine, the logo sidesteps the pomp regularly related to luxurious advertising and marketing. As an alternative, it invitations audience into an international the place custom meets spontaneity, and the place even Indiana Jones can fumble a Gaelic word.
As MacRae aptly summarises:
“We are hoping whisky enthusiasts all over the world will revel in exploring the episodes, and studying extra about the actual other folks and puts at the back of our whiskies, via Harrison’s eyes.”
Ultimate Ideas: A Toast to the Unconventional
Glenmorangie’s marketing campaign is greater than a birthday celebration of whisky—it’s a testomony to the wonderful thing about imperfection. In Harrison Ford, the logo has discovered a collaborator whose legacy parallels its personal: enduring, original, and unafraid to snigger alongside the best way. Because the episodes roll out in 2025, something is sure: this isn’t your grandfather’s whisky advert.
Slàinte mhath.
