Image: Supplied
Image: Supplied
Glenmorangie Highland Single Malt Scotch Whisky has unveiled a new global campaign starring cinematic icon Harrison Ford, who brings his trademark wry humour to a series of episodic films directed by actor and film-maker Joel Edgerton.
Caspar MacRae, CEO and President of The Glenmorangie Company, offers us an exclusive glimpse behind the scenes of the Once Upon a Time in Scotland short films. Shot in an unconventional, deliberately “off-script” style, the films see Ford journeying to Glenmorangie’s Highland home, getting to grips with the nuances of Scottish pronunciation and kilt etiquette and bonding with locals over a dram of Glenmorangie.
Glenmorangie Highland Single Malt Scotch Whisky, Image: Supplied
Image: Supplied
1. Why did Glenmorangie choose Harrison Ford to be the "face" of its new brand campaign?
Harrison Ford is a Hollywood legend, known and loved around the world for his many iconic roles over several decades. But – most importantly – he is a genuine fan of single malt Scotch whisky, and he appreciates great storytelling. We couldn’t imagine anyone better to front our campaign, and we are truly delighted to be working with him.
2. How do you think the actor fared in this unusual "assignment" – did it live up to your expectations? What are your impressions of the episodic films?
It is unusual for Harrison to take part in advertising campaigns, but working in partnership with Director Joel Edgerton, and our distillery team who acted alongside him as his co-stars, the result is something very special and out of the ordinary.
It was a once-in-a-lifetime experience to meet and work with Harrison Ford as I am a true fan of his. His ‘grumpy’ on-screen persona was just great acting, as he was in fact very kind, charming and humble in real life.
3. Were the short films all tightly scripted, or was provision made for candid or off-script moments?
Harrison immediately bonded with Director Joel Edgerton who gave him the freedom and flexibility to go “off script” – they both appreciated having the creative licence that they did, and I think it paid off.
Harrison was passionate about working with the real distillery team as his co-stars too, rather than professional actors, which meant there were many organic interactions. One memorable moment was when distillery worker, Alan Duff, taught Harrison the correct pronunciation of ‘Glenmorangie’ while filming the warehouse episode. This was very much unscripted – as is the style of the entire campaign.
4. The campaign is quite tongue-in-cheek - why was this theme selected for the campaign?
Harrison’s sense of humour is one of the qualities that made him a perfect fit for this new campaign. We wanted to shake up the world of whisky advertising once again – refocussing on our authentic truths - our people, our stunning Highland surroundings, and our whiskies, but through an unexpected and humorous lens. We’re poking a little bit of fun at some of the traditional tropes of whisky advertising.
5. What do you hope the campaign will achieve among existing and potential consumers of Glenmorangie products?
The quality and taste of Glenmorangie is loved by whisky drinkers around the world, but we want to welcome even more consumers into Glenmorangie to discover our range of complex and elegant whiskies. We think the campaign will work very well in our key markets of the USA, Europe, and Asia, but we see Africa is very much part of the future of single malt. Every time I visit South Africa it’s fantastic to see more and more people enjoying great single malts, and I hope that this campaign will help new consumers discover the delicious and smooth taste of Glenmorangie.
6. Where can one buy a bottle of Glenmorangie (12YO)?
Glenmorangie The Original 12 Years Old is available at select retailers across South Africa.
7. What is the price?
R679,99
8. When will it be available? Glenmorangie Original 12YO is available at all leading liquor stores
Glenmorangie The Original 12 Years Old is available now!
The first nine Glenmorangie Once Upon a Time in Scotland episodes are available to view at https://www.glenmorangie.com/pages/harrison-ford. More films in the series will be released during the course of 2025.
Glenmorangie Highland Single Malt Scotch Whisky, Image: Supplied
Image: Supplied