Haig Club launches David Beckham ad

Haig Club, the Diageo-owned whisky brand, has released a TV ad that stars David Beckham and was directed by Guy Ritchie.

Adam & Eve/DDB created the spot, called "welcome", in collaboration with Ritchie, who has directed films including Snatch and Lock Stock and Two Smoking Barrels. It will debut on UK TV on Sky today.

An extended 90-second version of the ad has also been posted on YouTube.

The ad shows a group of friends – one of whom is Beckham – making their way by various means to a castle in the Scottish Highlands, where they gather and drink Haig Club and take a group photo of themselves toasting the camera.

The ad then cuts to a series of photographs of the same group toasting at different locations across the globe. The soundtrack to the ad is Left Hand Free by Alt-J.

In addition to the UK, the ad will also air in Asia and in the US.

Beckham said: "I love the tradition of toasting, it's something I always do with friends and family. Working with Guy to bring this tradition to life in a new way has been so rewarding.

"Haig Club has always been about friends coming together and that's what we wanted to reflect with the ad. It’s as simple as that."

Ritchie added: "This project had so many elements that I find appealing – it’s a film about good mates having an adventure and coming together for a celebration. It’s set in the Highlands of Scotland, one of the most beautiful places I’ve visited. David is a good friend and we had a lot of fun making this together."

The campaign, which also includes print work, was written and art directed by Shay Reading and Frank Ginger and directed by Ritchie through Independent/Reset. Carat handled the media planning and buying.

Adam & Eve/DDB won Haig Club’s global advertising account in April after a competitive pitch. Beckham developed Haig Club with his agent Simon Fuller.

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