Earlier this month, The Haig Club, unveiled their first print advertising campaign to launch the ‘Clubman’ a new variant to the famous blue bottled whisky maker. Marking the official launch of the new brand of Single Grain Scotch Whisky, this TV advertisement accompanies the one with David and his buddie in Scotland that rolls out every Christmas on our screens.
The print campaign was photographed by award-winning fashion photographer Glen Luchford who is known for his cinematic lighting style in his work, brought an engaging, contemporary aesthetic to the adverts reflecting Haig Club stylish take on Scotch. David Beckham is pictured holding a Haig Club Clubman mixed with cola, sharing a moment with friends against the Miami skyline at dusk.
The film entitled “Make your own rules” is a vibrant bold and edgy take on traditional Scotch whisky etiquette. Featuring brand partner David Beckham, the advert playfully redefines and reimagines the stereotypical expectations of when, where and how people should enjoy whisky. A narrative of conventional rules around drinking whisky is juxtaposed against striking visual montages of lively and stylish moments amongst friends that turn the old fashioned view of whisky on its head. The energy, flair and free-spirited fun of the advert confidently defines Haig Club Clubman as a whisky where the normal rules don’t apply.
This is our first advert for Haig Club Clubman that aims to disrupt people’s preconceived notions around whisky
commented Ronan Beirne, Global Marketing Director for Haig Club and she went on to say:
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.
David Beckham commented:
Working with Glen to bring our vision for Haig Club Clubman to life was fantastic. We are excited to continue the legacy of the House of Haig and introduce this amazing new whisky to the world.
The advertisements will begin to roll out this month. Haig Club Clubman (70cl / RRP £25) is currently available in stores in GB. Please Drink Responsibly