Haig Club has launched its first TV advertising campaign for Clubman, the single-grain Scotch whisky that it launched in August.
The creative, entitled Make Your Own Rules, features brand partner David Beckham and ‘playfully’ seeks to redefine and reimagine the stereotypical expectations of when, where and how people consume whisky.
A narrative of conventional rules around drinking whisky is juxtaposed against striking visual montages of lively and stylish moments among friends that turn the old fashioned view of whisky on its head, brand owner Diageo said.
Ronan Beirne, global marketing director for Haig Club, continued: “Our first advert for Haig Club Clubman aims to disrupt people’s pre-conceived notions around whisky. With Haig Club Clubman, we are purposefully and assertively inviting consumers to make their own rules on how to enjoy this versatile Scotch whisky. This progressive approach aligns with our long-term ambition to recruit new whisky drinkers by breaking down the barriers for entry, continuing to drive the vibrancy and relevancy of the category.”
The advert, directed by Iconoclast’s Nima Nourizadeh, also aims to position Haig Club Clubman as a modern and stylish whisky for multiple occasions and settings.
Nourizadeh said: “This film embraces a whisky that is reaching out to the next generation of whisky drinkers. It juxtaposes stuffy rules with fresh alternatives to capture the Haig Clubman spirit to socialise and celebrate with whisky your own way.”
And brand ambassador Beckham, who appears in the advert, said: “The advert for Haig Club Clubman feels really special as it’s different to what you would expect from a whisky, especially one with so much heritage behind it. With Haig Club we have always aimed to shake things up, and it was fantastic working with Nima to bring our unique approach to life. With Clubman, we want to highlight that there is no right or wrong way to enjoy whisky, as long as you enjoy it, that’s all that matters.”
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