In a striking visual spectacle across the Scottish Highlands, Glenmorangie Single Malt Scotch Whisky teamed up with iconic actor Harrison Ford to celebrate the launch of the latest episode of its film series chronicling the art of whisky-making. This episode, titled "The Mountain," directed by Australian filmmaker Joel Edgerton, premiered on March 25, 2025, and showcases not just the scenic beauty of Scotland but also Ford's undeniable charm.
Images of the 82-year-old actor wearing a kilt were projected onto breathtaking sites, including the famous Three Sisters of Glencoe, Castle Stalker, and Dunrobin Castle. These visuals are part of Glenmorangie’s campaign, titled "Once Upon a Time in Scotland," aimed at adding personality and narrative to the whisky itself.
Ford, whose fondness for the distillery was apparent, expressed his delight in collaborating alongside the Glenmorangie team. "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," he noted. This captures the spirit of the project, where each session brought something unexpected and enjoyable.
Edgerton, who directed the exciting new episode, has had a long history with films and commercials that often adhere to traditional formats. In this instance, however, he sought something different. "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," he shared. His vision was clear: to bring a refreshing angle to the whisky industry, which is often associated with serious advertisements and stiff posturing.
The aim was to bring behind-the-scenes moments into the foreground, shedding light on the craftsmanship involved while inviting fun into the narrative. "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," said Edgerton. This approach has positioned Glenmorangie uniquely within the whisky market, focusing on relatability and enjoyment rather than exclusivity.
Caspar MacRae, President & CEO of The Glenmorangie Company, also praised Ford's contribution to the campaign. He remarked, "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." MacRae explained that Ford's expertise in his own craft adds depth to his appreciation of the distillery team's dedication and skill.
This project serves two major purposes: establishing Ford as not only a legendary film star but also as a relatable whisky enthusiast and highlighting the artistry of whisky-making. Ford and Glenmorangie both emphasize the joy that comes from their respective crafts, banishing the idea that whisky must always be shrouded in seriousness.
The campaign is not just another advertisement; it’s a cultural dialogue between tradition and modernity, showcasing how brands can evolve while remaining true to their roots. By utilizing iconic Scottish landscapes as a backdrop, the series adds to the historical significance of whisky culture in Scotland.
As the new episode "The Mountain" hits the airwaves, it has already stirred intrigue within the whisky community and beyond. Viewers can access the episode on both the Glenmorangie website and YouTube, inspiring a new appreciation for the artistry involved in crafting whisky.
In a world where storytelling through visuals has become crucial for marketing, Glenmorangie and Ford have set an inspiring precedent. The heartwarming and irreverent take on whisky will likely engage both loyal fans and new customers alike, ensuring that Glenmorangie remains at the forefront of the industry.
In an era painted with high expectations and relentless marketing strategies, this campaign stands out by prioritizing fun, authenticity, and connection. With a combination of delightful storytelling and exquisite brand presentation, Glenmorangie might just take its place in the hearts of whisky lovers, thanks to the star power of Harrison Ford and the creative direction of Joel Edgerton.
