FDBusiness.com

Edrington, the international premium spirits company, has released its first ever global advertising campaign for The Macallan brand, the leading single malt Scotch whisky by value in the world. The initial focus for the launch of the ongoing campaign is a film, ’Make The Call’, which features across TV, cinema and digital channels in the brand’s key markets including the USA, Mexico, Taiwan, China and the UK.

The film offers encouragement to a new generation of luxury consumers who are faced with increasingly complex and often daunting life decisions. The hero film is a fantastical visual metaphor that brings the campaign idea to life.

Ian Curle, chief executive of Edrington, says: “This has already been a momentous year for The Macallan, in which we opened our world class new distillery and visitor experience. Throughout the history of The Macallan, we have ‘made the call’, repeatedly making the decision to invest in quality above all, even when that has entailed a degree of risk. We believe that this film will resonate with a generation of consumers who want to make the bold decisions that ultimately lead to a more fulfilling life.”

Scott McCroskie, managing director of The Macallan, says: ”Our vision is to grow The Macallan in the world’s leading cities. This film has been developed with the highest level of quality and craft that is truly fitting for the brand. We are looking forward to seeing the reaction from consumers in key cities around the world.”

The film has been created by global creative agency J Walter Thompson as the focus of a long-term integrated brand campaign. The film was director by Juriaan Booij of RSA Films and shot by John Mathieson, the twice Oscar-nominated cinematographer. The production has pioneered new techniques, from the first use of motion capture in a wind tunnel, to 3D matte paintings created using VR headsets.