Glenfiddich is promoting its new "IPA Experiment" Whisky -- a new variant that is finished in India Pale Ale casks -- with a philosophical spot that's more about pushing boundaries than drinking whisky.

A glossy, well-crafted film, created by Space and directed by Ben Tricklebank at Academy, reflects on the amazingness of the mind. Via various vignettes, it touches on the capacity of the human mind for love, the "mindless" destruction of the planet, and our ability to connect with nature or use logic in a game of chess before we eventually see the new whisky and craft beer being created.

The spot aims to attract a new generation of whisky drinkers around the world (something we've also seen recently from the likes of Haig Club, which also moved away from the traditional fireside-and-Scottish landscape cliches of Scotch whisky advertising in an ad for its Clubman variant.)

The Glenfiddich IPA Experiment is the first project from the brand's "Glenfiddich Experimental Series," which will include further unexpected variants on Scotch whisky.

The film will first launch online, and then debut on TV on Sky in the U.K. on Nov. 8. before rolling out to markets in Europe, Asia and America.