The campaign for Glenfiddich reverses the category of talking about what ageing does to whisky, and instead talks about what maturation does to people. "Every year counts" is about the ageing process people go through in a single year. A day or a week is too short to measure any significant changes in our lives. A year, on the other hand, is a perfect measure both for people and whisky, according to Glenfiddich. The "every year counts" concept comes to life in a 60-second TV spot directed by Ralf Schmerberg. Shot in Berlin, Bombay and Glenfiddich's own distillery in Dufftown.