‘Unconventional’ campaign sees Hollywood icon star alongside distillery team
someone who has honed his craft over decades, which gives him a real appreciation for the dedication and skill of our distillery team. Like us, he’s not afraid to laugh at himself – and I think Joel has perfectly captured his authentic warmth, alongside his roguish sense of humour.
“We hope whisky lovers around the world will enjoy exploring the episodes, and learning more about the real people and places behind our whiskies, through Harrison’s eyes.”
Harrison Ford, star of Once Upon a Time in Scotland, said:
“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. It’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious. I think what Joel has produced has a certain charm to it, because it’s unpretentious and just amusing.”
Joel Edgerton, Director, Once Upon a Time in Scotland, said:
“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. 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. I hope that people get to see the short film and the full-length episodes – and enjoy them and share them around.”
Once Upon a Time in Scotland will roll out globally from 28 January 2025 spanning online video, connected TV, out-of-home formats, experiential, PR and social media. Six full-length episodes and an array of behind-the-scenes content will initially be available to view on glenmorangie.com, with the rest released throughout 2025.