In an innovative advertising campaign launched by Glenmorangie, the renowned whisky brand, Hollywood legend Harrison Ford, now 82 years old, takes a journey to Scotland to explore its rich cultural heritage. The campaign, titled "Once Upon a Scotland," showcases Ford's immersion into Scottish traditions, including donning a kilt and enjoying the brand's single malt Scotch whisky. Directed by filmmaker Joel Edgerton, the series consists of twelve episodes, with six already available on the brand's platforms. This unique collaboration highlights Ford's playful side as he embraces the beauty of Scotland's landscapes and the charm of its people. Through this campaign, Glenmorangie aims to highlight not only its premium product but also the authentic experience of Scottish culture.
The campaign was filmed across the picturesque northeast Highlands of Scotland, capturing iconic landmarks such as the historic distillery in Tain and the majestic Ardross Castle. Each episode offers a glimpse into Ford's interactions with locals and his genuine appreciation for the craftsmanship behind Glenmorangie. In one scene, Ford is seen receiving the campaign proposal and expressing his intention to avoid typical action sequences, opting instead for a more relaxed, fireside setting where he can savor the whisky. As the story unfolds, Ford finds himself walking down a mountain accompanied by bagpipers, dressed in a stylish kilt designed by the streetwear brand Palace. Despite initial reservations, Ford embraced the attire, noting that it felt surprisingly comfortable.
Behind the scenes, the production team worked closely with Ford to ensure the campaign captured both the humor and authenticity of the actor. Caspar MacRae, president and CEO of Glenmorangie, praised Ford for his natural charisma and deep respect for the craft of whisky-making. "Harrison's involvement has been nothing short of remarkable," MacRae said. "His ability to blend professionalism with a light-hearted approach perfectly aligns with our brand values." For his part, director Joel Edgerton aimed to create something unconventional, subverting the seriousness often associated with high-profile advertising campaigns. "We wanted to have fun with it," Edgerton explained, "and I believe we've achieved a charming and unpretentious result."
Beyond the visual appeal, the campaign delves into the history and artistry of Glenmorangie. Ford had the opportunity to learn about the distillery's 180-year legacy from Dr. Bill, the master distiller. This educational experience deepened Ford's appreciation for single malt Scotch whisky, transforming him from a casual enthusiast into a knowledgeable connoisseur. His newfound understanding of the craft and tradition behind each bottle of Glenmorangie added a layer of authenticity to the campaign. By sharing his personal journey and reflections, Ford invites viewers to join him in discovering the rich flavors and stories that define Glenmorangie.
The partnership between Harrison Ford and Glenmorangie has produced a captivating narrative that celebrates the essence of Scotland. Through engaging storytelling and stunning visuals, the campaign not only promotes the brand's premium whisky but also captures the heart and soul of Scottish culture. Ford's willingness to step out of his comfort zone and embrace new experiences adds a unique dimension to the project, making it a memorable and delightful exploration of tradition and craftsmanship.