Harrison Ford rarely plays in advertisements, so when he decides to work with a brand, he has thoughts. And requests.
He will take a castle, to start, to connect as a spokesperson for Scottish whiskey Gleamingsaid the Indiana Jones icon during a telephone call with his besieged agent.
“And I don’t do all that the action has what they want,” said Ford in his brand brand. “But I’m going to sit down near the fire and drink a single and smooth single glenmorangie single.”
Thus begins “Once Upon A Time In Scotland”, a trivial world campaign today for the brand belonging to LVMH. The cinematographic cinematographic spot – which gives an overview of the celebrity of the initiate – deliberately has an “anti -marketing sensitivity”, according to Caspar MacraePresident and chief executive officer of Glenmorangie.
“It’s a parody of classic whiskey marketing tropes,” Macrae told Adweek. “We move these to reach a more authentic story.”
The 60 -second video – with its slogan, “Niiiiice”, in the deep voice of Ford – is accompanied by configuration for a large -scale project and a three -year relationship with the actor. At the center of the effort is a series of brand content – 12 episodes in all, deploying until 2025 – which sends Ford to Scotland to find out how Gleaming Whiskey is made and meets its architects.
Discreet hilarity follows, including Ford Irascible (and charming self-deprecating) carrying a kilt, meeting the inhabitants and learning a new vocabulary. There is also a slight incident with ancient armor.
New story, new model
Glenmoragia “wanted to focus on crafts, people and the process, using our backyard studio in Scottish Highlands,” said Macrae, noting that his creatives take a page from Netflix with the Bingable mini-series campaign.
For collaboration with Ford, Glenmoragia has taken the rare stage to get out of its traditional agency model, managing the internal project, which “triggered our creativity”, according to Florent Leroi, CMO.
Glenmoragia used several picturesque parameters in Scotland, including Loch Glass, for the world campaign.
“We like to innovate and try new ways of narration,” said Leroi. “We wanted something entertaining, allowing consumers to follow Harrison in his journey in the discovery of Scotland and interact with the staff of the distillery.”
The members of the distribution are employees of real life, not actors, with Ford playing the role of mentor and informal coach for his artisanal co-stars of distillery, said Leroi.
With decades of seminal films on his CV, Ford has a moment as a recent nominated in the Golden Globe for the narrowing of Apple TV + and a main role in Prequel to Yellowstone 1923. He will join the Marvel cinematographic universe as Red Hulk in the next superhero film Captain America: Brave New World.
He played in a popular Amazon Super Bowl ad From 2019, but its commercial list is short.
Joel EdgertonActor and filmmaker, heads the series as its first major advertising foray, in partnership with the creative director of the Justin O’Shea brand and the production agency bandits.
‘Out of the leash’
Ford and Edgerton found attractive that they would have a large berth on the development of the content, by glenmoragy, which provided a transcription of a conversation between the two men.
Ford as a tough thing doing things like riding a horse and flying planes would be too cliché, they said. But stinging holes in this character was a fertile soil.
“We have had a lot of knotty opportunities – Nobody stopped us,” said Ford, noting that he was happy to “be pissed”.
“I think it is fun not to be as structured or” strict “as advertising,” he said.
Edgerton said, simply: “They let us out the leash.”
The global media campaign plan extends over online video, connected television, outdoor platforms, experiential and social markets such as the United States, the United Kingdom, the Germany, Japan and South Africa. The first six episodes fall this week, the others planned for the next few months.
