Glenmorangie Highland single malt Scotch whisky has launched an innovative global campaign featuring Hollywood icon Harrison Ford, titled “Once Upon a Time in Scotland.” This unique initiative, directed by actor Joel Edgerton, showcases Ford as he explores the craftsmanship behind Glenmorangie’s renowned whisky, while also embracing the rich culture of Scotland.
The campaign marks a significant shift for Glenmorangie, transitioning from its previous “It’s Kind of Delicious and Wonderful” campaign to this more personal and engaging narrative. Over the course of 12 episodes, Ford takes viewers on a journey through the picturesque Highlands, where he learns about the intricate processes involved in whisky production. The series aims to highlight not only the distillery’s heritage but also the people behind the scenes who contribute to Glenmorangie’s legacy.
Filmed in the scenic northeast Highlands, including locations like the historic distillery in Tain and Ardross Castle, the campaign captures the breathtaking landscapes that define Glenmorangie’s home. Ford’s interactions with the local distillery team—who are making their acting debut—add an authentic touch to the series. The actor’s trademark humour shines through as he navigates Scottish traditions, such as kilt-wearing and local dialects, all while enjoying a dram of Glenmorangie whisky.
Ford expressed his enthusiasm for the project, stating, “The whole process of filming was full of unanticipated joys: little unexpected moments.” His appreciation for Glenmorangie’s approach to advertising is evident as he praises their willingness to embrace a less serious tone. “I think what Joel has produced has a certain charm to it because it’s unpretentious and just amusing,” he added.
Director Joel Edgerton emphasized his desire to disrupt traditional advertising norms within the whisky industry. He aimed to create a campaign that was fun and irreverent, allowing viewers to see a more relaxed side of both Ford and Glenmorangie. “It was nice that we got a chance…to subvert the seriousness that often goes into an advertising campaign,” Edgerton remarked.
The collaboration between Ford and Edgerton is complemented by striking visuals captured by fashion photographer Lachlan Bailey. These images portray Ford in a stylish kilt designed by streetwear brand Palace, showcasing him in a light-hearted yet sophisticated manner.
Caspar MacRae, President & CEO of The Glenmorangie Company, highlighted Ford’s genuine passion for whisky as a key factor in their collaboration. He described Ford as “the real deal: a true global icon and a genuine whisky lover,” emphasizing how this partnership aligns with Glenmorangie’s commitment to authenticity. MacRae expressed hope that whisky enthusiasts worldwide would enjoy exploring the series and gaining insight into the people and places that shape Glenmorangie’s offerings.
The campaign officially launched on January 28, 2025, with six episodes available for viewing on glenmorangie.com and various social media platforms. The remaining episodes will be released throughout 2025, ensuring that fans have continuous access to this engaging content. The series will be promoted across multiple channels including online video, connected TV, experiential marketing, and public relations efforts.
Harrison Ford’s involvement in Glenmorangie’s new campaign represents a fresh approach to whisky marketing—one that combines storytelling with humour and authenticity. As viewers follow Ford’s journey through Scotland’s stunning landscapes and immerse themselves in its culture, they are invited to appreciate not only the craftsmanship behind each bottle but also the joy and camaraderie that whisky can inspire.
This unconventional yet charming campaign promises to resonate with both whisky aficionados and casual drinkers alike, reinforcing Glenmorangie’s position as a leader in the single malt category while celebrating its rich heritage and commitment to quality.
