Move over, whisky snobs—there’s a new leading man in town. Glenmorangie, the revered Highland single malt Scotch whisky, has tapped none other than Hollywood royalty, Harrison Ford, as the face of its latest global campaign. And in a world where A-listers peddle everything from sneakers to cryptocurrency, this one actually makes a sip (or two) of sense.
A Dram Worthy of a Legend?
Dubbed Once Upon a Time in Scotland, the campaign is an episodic cinematic adventure helmed by actor-turned-director Joel Edgerton. With Ford at its heart, the series whisks us away to the Scottish Highlands, where the ever-dashing (if slightly grizzled) icon explores the craft behind Glenmorangie’s liquid gold. The setup? Ford, whisky in hand, navigating the intricacies of kilt etiquette, Scottish pronunciation, and, naturally, a few hearty drams with the locals.
Now, let’s be real: Ford is no stranger to playing the rugged outsider embracing new landscapes. Whether dodging boulders as Indiana Jones or growling his way through Blade Runner, his on-screen charisma is effortless. But does it translate to whisky? Surprisingly, yes.
photo: Harrison Ford becomes the face of @Glenmorangie Single Malt Whisky
Whisky Meets Wit
The beauty of this campaign is its self-awareness. Instead of another stiff, over-produced luxury ad, Once Upon a Time in Scotland leans into humor and authenticity. Ford’s signature dry wit takes center stage, bringing a charming irreverence to a world often marred by pretentiousness. And for that, Glenmorangie deserves a toast.
The visuals? Pure cinematic indulgence. Shot against the sweeping landscapes of Loch Glass and the 19th-century Ardross Castle, the campaign is a love letter to Scotland itself. And the supporting cast? None other than Glenmorangie’s real-life distillery team, stepping into the limelight for the first time alongside Ford. It’s a refreshing take, a departure from the usual whisky campaigns dripping with velvet armchairs and slow-motion swirling.
A Match Made in Malt Heaven?
Caspar MacRae, President & CEO of The Glenmorangie Company, calls Ford “the real deal.” A true whisky lover? Perhaps. A global icon? No doubt. Ford himself seems to relish the experience, calling the process “full of unanticipated joys.” But beyond the polished production and well-crafted humor, is this partnership just another Hollywood gimmick?
Not quite. Ford’s appeal spans generations—Gen Xers who grew up on Star Wars, Millennials who discovered him in The Fugitive, and even Gen Z, now catching up on his legendary filmography. Pair that with Glenmorangie’s devotion to craft, and you’ve got a collaboration that feels—dare we say—natural.
Sip or Skip?
In a landscape littered with celebrity-backed booze brands (looking at you, tequila moguls), Glenmorangie’s approach is refreshingly different. Ford isn’t just slapping his name on a bottle—he’s immersing himself in the experience, blending his rugged charm with the whisky’s storied heritage. It’s not about forced exclusivity; it’s about bringing whisky back down to earth, one sip at a time.
So, is this campaign a stroke of marketing genius or just another pretty ad? Well, if Ford’s roguish grin and a perfectly poured Glenmorangie can’t convince you, nothing will. Pour yourself a dram, settle in, and enjoy the show.
