Harrison Ford stars in Glenmorangie’s wry episodic campaign set in the Scottish Highlands

Joel Edgerton directed the series, which enlivens the heritage-driven approach with subtle humor

Published On
Jan 28, 2025
Harrison Ford in a kilt holding a bottle and dram of Glenmorangie whisky in the Scottish Highlands

Editor's Pick

Harrison Ford is a fish out of water in the Scottish Highlands in a campaign from Glenmorangie Scotch whisky that both indulges in a heritage-focused approach to the 182-year-old brand while nicely undercutting it.

Actor and filmmaker Joel Edgerton directs Ford in a hero film plus 12 episodic shorts, half of which you can watch below. (The rest are coming out throughout 2025.) The films are self-aware, humorously presenting Ford’s endorsement trip as a somewhat awkward experience for the actor—who is taken off guard by Scottish fashion and the Scottish accent, but nonetheless witnesses the skill and craftmanship that goes into each bottle of the product.

The campaign shows the historic distillery in Tain—and the real Glenmorangie distillery team—as well as featuring the 19th century Ardross Castle and the landscapes surrounding Loch Glass.

Hero film:

 

Episodes 1-6:

 
 
 
 
 
 

Ford, Edgerton and Caspar MacRae, Glenmorangie president and CEO, all said they wanted to take a fresh approach to the work, given how often Scottish whisky brands earnestly lean into their history.

“Like us, he’s not afraid to laugh at himself,” MacRae said of Ford. “I think Joel has perfectly captured his authentic warmth, alongside his roguish sense of humor. We hope whisky lovers around the world will enjoy exploring the episodes, and learning more about the real people and places behind our whiskies, through Harrison’s eyes.” 

“I’ve spent my whole life watching commercials that follow an expected format and so I really like it when things are a little disruptive, fun, and irreverent,” said Edgerton, adding that he was pleased to “subvert the seriousness that often goes into an advertising campaign and have fun with that.”

“It’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious,” said Ford. “I think what Joel has produced has a certain charm to it, because it’s unpretentious and just amusing.”

“Once Upon a Time in Scotland” will roll out globally via online video, connected TV, out-of-home, experiential, PR and social media.

More Creativity coverage from Ad Age:

Sign up for our daily Creativity newsletter to see the best stories of the day.

Credits

Date
Jan 28, 2025
Client :
Glenmorangie
Production Company :
Bandits
Director :
Joel Edgerton

Need a credit fix? Contact the Creativity Editors

Industry
Project Type