While the ads play on aspects of the country traditionally celebrated in its marketing, such as the striking and varied landscape, they also highlight cultural elements such as the arts and cuisine.
Created by Edinburgh agency The Union, the campaign is promoting Scotland across key markets, including the UK, US, Canada, France, Germany and Australia.
The Union has produced 30- and 60-second versions of the ad, which were shot on location in places such as Caerlaverock Castle and the Outer Hebrides. The musical score was commissioned from and performed by the Royal Scottish National Orchestra.
VisitScotland has also posted a series of online films on YouTube that focus on real-life Scots, such as a scallop diver from Skye, an Edinburgh Military Tattoo piper and the sculptor behind the Kelpies in Falkirk.
Client: Helen Campbell, head of global brand and marketing, VisitScotland
Agencies: The Union, Carat
Creatives: Paul McDonald, Euan Auld