Whisky Focus - Harrison Ford Becomes The New Face Of Glenmorangie

Glenmorangie Highland single malt Scotch whisky has unveiled a new global campaign featuring the legendary Harrison Ford. Renowned for his iconic film roles, Ford brings his signature wry humour to life in a series of episodic films directed by actor and filmmaker Joel Edgerton.

Titled Once Upon a Time in Scotland, the campaign takes viewers behind the scenes as Ford journeys to Glenmorangie’s Highland home, exploring the craftsmanship and artistry behind each bottle of their elegant, complex whisky. From mastering Scottish pronunciation and kilt etiquette to sharing a dram with locals, the campaign offers a lighthearted and authentic glimpse into the Scottish experience—all presented in a playful, unscripted style.

Filmed in the stunning north-east Highlands, the series highlights the region’s natural beauty, including Glenmorangie’s historic distillery in Tain, the 19th-century Ardross Castle, and the breathtaking landscapes around Loch Glass. Joining Ford are real members of the Glenmorangie distillery team, stepping into the spotlight alongside the brand’s flagship whiskies: Glenmorangie Original 12 Years Old and Glenmorangie Infinita 18 Years Old.

Edgerton’s 12 episodes and a central hero film are accompanied by still photography from acclaimed fashion photographer Lachlan Bailey. The images showcase Ford in a way audiences haven’t seen before—sporting a modern Scottish kilt designed by streetwear brand Palace.

Caspar MacRae, President & CEO of The Glenmorangie Company, said: "Harrison Ford is the real deal: a true global icon, and a genuine whisky lover. It was a dream come true to collaborate on this campaign, and welcome him to our home in the Highlands to discover more about Glenmorangie. He is someone who has honed his craft over decades, which gives him a real appreciation for the dedication and skill of our distillery team. Like us, he’s not afraid to laugh at himself – and I think Joel has perfectly captured his authentic warmth, alongside his roguish sense of humour.

"We hope whisky lovers around the world will enjoy exploring the episodes, and learning more about the real people and places behind our whiskies, through Harrison’s eyes."

Harrison Ford, star of Once Upon a Time in Scotland, said: "I loved working with the team at the Distillery — they were all great. The whole process of filming was full of unanticipated joys: little unexpected moments. It’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious. I think what Joel has produced has a certain charm to it, because it’s unpretentious and just amusing."

Joel Edgerton, Director, Once Upon a Time in Scotland, said: "I've spent my whole life watching commercials that follow an expected format and so I really like it when things are a little disruptive, fun, and irreverent. It was nice that we got a chance within the very traditional industry of whisky to get behind the scenes, to subvert the seriousness that often goes into an advertising campaign and have fun with that. I hope that people get to see the short film and the full-length episodes – and enjoy them and share them around."

Once Upon a Time in Scotland will roll out globally from 28 January 2025 spanning online video, connected TV, out-of-home formats, experiential, PR and social media. Six full-length episodes and an array of behind-the-scenes content will initially be available to view on glenmorangie.com, with the rest released throughout 2025.

The short episodes really are humorous, I suggest you pour yourself a glass of Glenmorangie (of course) and seek out all the episodes on youtube.

You will find the current Glenmorangie whisky range, including the excellent new 12 year old if you haven't tried it yet, available from specialist online whisky shops such as The Whisky Exchange and Master of Malt
 

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