The Glasgow-based agency, the Bridge, has unveiled the first television
campaign for a single malt whisky.
The 30-second commercial, for Glenmorangie, is shot in a Highlands storm
and plays on the fact that Glenmorangie is Gaelic for ‘glen of
tranquillity’.
The spot opens with scenes of wind rustling through trees, heather and
grass. The word ‘gaoth’ flashes up, followed by its English translation
‘wind’.
This is followed by more Gaelic words, such as ‘cairneanach’ for thunder
- all set against storm-tossed Highland landscapes.
Finally, the camera pans to a castle, standing out amid the ravages of
the weather. Inside there are warm shots of Scotland’s biggest-selling
single Highland malt - Glenmorangie - representing a ‘glen of
tranquillity’ amid the storm.
Written by the Bridge’s creative director, Jonathan d’Aguilar, and art
directed by Liz O’Connor, the pounds 250,000 campaign will run on STV,
Channel 4 Scotland and Grampian for several weeks in the pre-Christmas
period.
It is supported by 48-sheet posters at 260 sites in Glasgow and
Edinburgh using the same theme for the brand, which is produced by the
independent distillers, Macdonald Martin.
The company’s marketing director for Glenmorangie, Alex Nicol,
commented: ‘The run-up to Christmas is the most important sales period
of the year for single malt whisky from both a consumption and a gift-
purchase point of view.
‘The advertising campaign is designed to strengthen our position in
Scotland and to demonstrate our commitment to investing in the brand,’
he continued.
‘The availability of television as an advertising medium opens up new
and exciting opportunities, not only for Glenmorangie, but for the malt
whisky category as a whole. As the leading malt whisky brand in
Scotland, it is only right that we should lead the way,’ Nicol said.
Glenmorangie’s move on to television follows the ending of the spirits
industry’s 40-year-old ban on TV advertising this summer.
The voluntary ban collapsed after United Distillers declared its plans
to put its Bell’s whisky brand on to the small screen in August
(Campaign, 14 April).
