Harrison Ford, the man behind some of cinema’s most legendary characters, has stepped into a new role – this time, with a dram in hand. In a new global campaign for the Highland Single Malt Scotch whisky, the Hollywood icon brings his signature wry humour to a brilliant series of episodic films directed by actor and filmmaker Joel Edgerton.
Titled Once Upon a Time in Scotland, the 12-part series takes us behind the scenes as Harrison immerses himself in the world of Glenmorangie. From mastering the nuances of Scottish pronunciation to navigating the finer points of kilt etiquette – and, of course, sharing a dram with the locals – his journey is as rich and layered as the whisky itself. Shot in an intentionally offbeat, ‘off-script’ style, the campaign offers a rare and charming glimpse into the artistry and tradition behind one of Scotland’s most celebrated single malts.
YourLuxury Africa speaks to Caspar MacRae, CEO and President at The Glenmorangie Company about the campaign and of, course, whisky.
YLA: Glenmorangie’s latest campaign, featuring Harrison Ford and directed by Joel Edgerton, brings a cinematic storytelling element to whisky. What was the inspiration behind this collaboration and why Harrison Ford?
Caspar: The Once Upon a Time in Scotland campaign was inspired by our desire to showcase our authentic brand truths but in an entertaining and deliberately ‘off-script’ style. We felt there was an opportunity to celebrate the remarkable places, people, and craftsmanship that make our whisky unique. Harrison Ford is a Hollywood legend, known and loved around the world for his many iconic roles over several decades. But – most importantly – he is a genuine fan of Single Malt Scotch whisky, and he appreciates great storytelling. We couldn’t imagine anyone better to front our campaign, and we are truly delighted to be working with him.
YLA: How does the campaign reflect Glenmorangie’s philosophy and brand identity?
Caspar: At Glenmorangie, we strive to create the greatest single malt in the world – but while we take whisky making very seriously, we also keep a good sense of humour and fun about ourselves. The campaign playfully lifts the lid on the real Glenmorangie, as we experience our breathtaking Scottish Highland home and our distillery craftsmen and women through the eyes of Harrison. Through 12 wonderful episodes, the campaign puts the spotlight on the things that make our award-winning Glenmorangie single malt so great.
YLA: What was it like working with Joel Edgerton as a director? Did his perspective bring a new creative angle to how whisky is presented?
Caspar: Joel Edgerton is an extraordinary film-making talent, with a unique voice as a storyteller. He was able to gain the immediate respect and trust from Harrison and built an incredible rapport which allowed them to collaborate creatively to great effect. Coming from the filmmaking world, he was able to work outside of the traditional expectations of an advertising campaign and together I think we’ve created something that balances genuine emotion with humour – and, importantly, is entertaining to watch!
YLA: The regular reference to the correct pronunciation of Glenmorangie in the campaign is very clever. Was that a key brief for the campaign from the start?
Caspar: Choosing to cast our own distillery team in this campaign meant there were many organic interactions with Harrison. He is known for his wry humour and he brought lots of that to the set which made everyone feel very at ease. One memorable moment was when distillery worker, Alan Duff, taught Harrison the correct pronunciation of Glenmorangie while filming the warehouse episode. This was very much unscripted – as is the style of the entire campaign. It makes for great viewing and is very amusing!
YLA: There is a humorous moment where Harrison throws the script into the fire. How much was he involved in the script?
Caspar: Harrison and Joel collaborated on the overarching narrative of the campaign but allowed themselves flexibility during the days of filming. The concept of Joel’s first script revolved around Harrison’s desire to avoid the typical action-man stunts associated with a certain kind of advertising, and instead take things at a slower pace, enjoying a Glenmorangie by the fire and on his own terms. Harrison was inspired by this as an idea for the campaign’s narrative. They both thoroughly enjoyed the creative process, even making spontaneous additions to the script during filming.
YLA: Glenmorangie is known for its signature smoothness and complexity. What are the key elements in your distillation process that set it apart from other single malts?
Caspar: Glenmorangie’s whisky has won more than 30 major gold awards in the last year, and I think there are four things that make it truly exceptional. Glenmorangie has a uniquely mineral-rich spring water source, the Tarlogie Springs, which enriches flavour creation in the process. We distil our spirit in the tallest stills in Scotland, which results in elegant, light and floral flavours that are typical for Glenmorangie. We also commission and use the very best American oak ex-bourbon casks for maturation which are perfect compliments to our spirit.
The last thing is the skill and experience of our amazing whisky creation team, led by Dr Bill Lumsden MBE, who has been awarded five times Master Distiller of the Year. All these elements come together resulting in the signature smoothness and complexity for which Glenmorangie is known.
YLA: The brand is famous for having Scotland’s tallest stills. How does this impact the whisky’s character?
Caspar: The copper stills in which we distil our spirit are the tallest in Scotland. With necks as tall as an adult giraffe, they allow more space for taste and aroma – as only the lightest and purest vapours will be condensed before being matured into whisky. The resulting spirit is wonderfully fruity, floral, and delicate – and ripe for experimentation.
YLA: What’s the most exciting experiment you’ve worked on in the Glenmorangie innovation lab?
Caspar: In 2021 we opened a ground-breaking innovation distillery, The Lighthouse, to give our whisky creators the freedom to bring their most extraordinary ideas to life. Our whisky creation team, led by Master Distiller Dr Bill Lumsden, have a particularly curious and experimental approach to their craft and seeks to bring a kaleidoscope of delicious new flavours to Scotch whisky. Though we can’t reveal our top-secret experiments from the Lighthouse distillery just yet, watch this space!
To watch the other 4 episodes of Once Upon a Time in Scotland, click here.
