Seeking to open up the established single malt Scotch category, The Glenlivet today launches the next instalment in its 鈥極riginal By Tradition Campaign, with a fast-paced journey through time where the strict norms and rigid traditions of whisky fundamentalists are rejected in favour of modern, inclusive ideals.
The new film from Crispin Porter Bogusky London, directed by Tom Noakes from PRETTYBIRD, builds on the mindset of 鈥榦riginality鈥 which has seen The Glenlivet breaking traditions to set new standards in whisky since 1824.
Rolling out globally across TV and digital, the film follows founder and true original George Smith, marching through life鈥檚 trials and tribulations (thanks to a giant 20-meter-long and 5-meter-high treadmill that literally serves up a series of challenges) to stay true to his vision for The Glenlivet.
From a sea of dour, crusty aristocrats 鈥 representing a time when 鈥榯raditional鈥 whisky was harsh and smoky - to a wall of mirrors signifying the poor imitations that laid claim to The Glenlivet name back in the day, we see Smith push through them all, 鈥榥ever moving backwards鈥. Eventually emerging into a contemporary, vibrant bar scene we鈥檙e reminded that The Glenlivet legacy today lives on but now in thoroughly modern ways.
Tom Noakes, director at PRETTYBIRD, added: 鈥淭he first Glenlivet film had us launch the founder, George Smith, through walls. Unsatisfied we had tortured him enough, this sequel had us launch the walls at him. Atop a treadmill. Smarter directors than me would have realised the insurmountable task of building sets atop a working 14 x 5-metre treadmill and leaned on vfx. But. I鈥檓 not that smart. So we did it in camera. Now I鈥檓 bald. It was fun though."
鈥淥ur new film celebrates the original thinking of our founder George Smith and the legacy he left us, that compels us to keep innovating and pushing boundaries in the category. We have brought to life Smith鈥檚 vision with innovations such as The Glenlivet Capsule Collection, The Glenlivet 14 Year Old Cognac Cask finish and our most recent release, The Glenlivet Caribbean Reserve, finished in Caribbean Rum Barrels. Maintaining the original style of The Glenlivet whisky will always be our key focus and that鈥檚 why the whisky is the real hero of this film鈥 said Miriam Eceolaza, director of The Glenlivet.
Dave Day, ECD at Crispin Porter Bogusky London added: 鈥淭he difficult second album鈥 couldn鈥檛 be more relevant here. After the success of 鈥楤reaking walls鈥, the first instalment of the Original by Tradition campaign, the bar was set fairly high.
So, this time around not only did we raise the bar, literally! We put it on a moving treadmill, along with a life size bothy, and men on stilts, surrounded in fog, with glass cubes and a 15ft high concrete wall! Difficult? yes. But definitely worth it.鈥
The film was shot on location in Slovenia this summer, in line with strict Covid guidelines, and a cast of over 100 people.