Glenmorangie has pulled off something special, a whisky marketing campaign which keeps things real yet risky – and if we’re talking about it, it’s working. They’ve not only landed Harrison Ford – yes, actual Indiana Jones – but they’ve created a series of genuinely entertaining episodes that manage to celebrate Scotch without taking themselves too seriously.
“Once Upon a Time in Scotland” follows Ford as he explores the Highland home of Glenmorangie, and it’s clear some serious production value went into this one. Director Joel Edgerton (better known for his acting chops in The Great Gatsby) has crafted something that feels more like a mini-series than a traditional ad campaign (and they all can be viewed on YouTube).
Sure, there are a few things for the purists to grumble about. The London-designed kilt has raised some eyebrows, and you can’t miss the occasional slightly heavy-handed product placement. And yes, some folks will inevitably complain about an American star fronting a Scotch whisky campaign. But here’s the thing – it actually works.
What makes this campaign click is how it balances entertainment with respect for the spirit. Ford’s natural charm and slightly bemused attempts at Scottish pronunciations are genuinely funny, while the stunning shots of Glenmorangie’s distillery remind us this is still about a genuinely good whisky.
The episodes showcase both the lighter side of Scotch culture and the genuine craft behind it. While Ford might be learning about whisky traditions with a twinkle in his eye, the campaign never makes fun of them. Instead, it invites both newcomers and seasoned whisky lovers to share in the joy of discovery – something we can absolutely get behind, and so should you.
Glenmorangie’s gamble here shows how far whisky marketing has come. Rather than the usual moody shots of oak barrels and leather armchairs, we’re getting something that’s both entertaining to watch and as authentic as an advertisement can be while appeasing the big bosses at Glenmorangie. The distillery, which has been producing since 1843, comes across as confident enough in its heritage to have a bit of fun with it.
Whether you’re a fan of Ford’s movies or a devotee of Highland single malts, there’s something here to enjoy. In an industry that often takes itself too seriously, Glenmorangie has shown that you can respect tradition while still having a good time. And isn’t that what enjoying a dram is all about?
