Harrison Ford stars in Glenmorangie’s new campaign

The Scottish distillery Glenmorangie has taken an innovative approach to advertising with its new international campaign, "Once Upon a Time in Scotland," starring Hollywood legend Harrison Ford. This collaboration features the actor delving into the traditions and secrets behind crafting this iconic single malt whisky, with a blend of irony and authenticity that breaks away from conventional spirits advertising.

Filmed in the stunning Scottish Highlands, the campaign includes a 12-episode series and a main short film directed by filmmaker Joel Edgerton. The project highlights the region's breathtaking landscapes and rich history, showcasing locations such as the Glenmorangie distillery in Tain, which has been operational for over 180 years, and the 19th-century Ardross Castle. It also emphasizes the craftsmanship and dedication of the team behind Glenmorangie's flagship whiskies, including the Original 12 Years and the Infinita 18 Years.

Harrison Ford, known for his charm and versatility, brings humor and warmth to the campaign as he explores the Highlands and learns about whisky traditions. In an unexpected twist, Ford is seen wearing a kilt designed by streetwear brand Palace, adding a contemporary flair to the visuals captured by photographer Lachlan Bailey.

Caspar MacRae, president and CEO of The Glenmorangie Company, highlighted Ford's authenticity and connection with the distillery team. "He's a true whisky enthusiast and appreciates the craftsmanship and dedication behind Glenmorangie. This campaign reflects his genuine character and ability to laugh at himself," MacRae stated.

Ford also expressed enthusiasm for the project, praising the Glenmorangie team and the campaign's creativity. "It was a process full of surprises and unexpected moments. The authenticity and simplicity of what we've created give it its own unique charm," he said.

Joel Edgerton, who brought a fresh perspective to the project, emphasized his goal of breaking away from the typical seriousness of whisky advertisements. "We wanted to create something fun and irreverent, showcasing the human and less rigid side of such a traditional industry," he explained.

"Once Upon a Time in Scotland" officially launched on January 28, 2025, and is available on various digital platforms and social media, along with events and other advertising formats. The full episodes, along with additional content, can be found on Glenmorangie's website, with new releases planned throughout the year.

This campaign not only celebrates Glenmorangie's legacy but also redefines storytelling in the whisky industry, demonstrating that tradition and modernity can merge to captivate a new generation of consumers.