Haig Club, the whiskey brand created by Diageo in partnership with David Beckham, advocates shaking up the "rules" of drinking scotch whiskey in the launch spot for its Clubman variant.
Clubman is a cheaper version of Haig Club that is designed to be drunk with cola, and is aimed at a younger audience. The spot opens on a traditional view of Scottish landscape but quickly switches to a nighttime Miami, where we see Beckham and friends enjoying the drink in a glamorous cocktail bar. It takes aim at some outdated ideas about whiskey: that it should be drunk neat, and never with a mixer; it's for men, for old people, should be drunk by a fireside, alone and should be taken "seriously." We see people, particularly women, breaking all these "rules" as they party with the drink, running through sprinklers, dancing at an outdoor festival, watching a movie at an outdoor cinema projection.
This time Beckham doesn't take a starring role (unlike in the launch spot for Haig Club, which also featured sumptuous Scottish scenery) but he's there to lend his star quality to the film, created by Adam&Eve/DDB London.