
Originally posted by Forbes – Image credit: Glenmorangie
Hollywood icon Harrison Ford stars in Glenmorangie’s new 12-part series ‘Once Upon a Time in Scotland’, blending tradition with humour in a fresh take on whisky advertising.
Today saw the announcement of the unexpected pairing of Hollywood legend with traditional Scottish whisky brand Glenmorangie. The new campaign called “Once Upon a Time in Scotland” sees us follow Harrison Ford as he explores Scotland and the historic Glenmorangie distillery.
Ahead of the release I spoke with Caspar MacRae, President & CEO at The Glenmorangie Company about the film and Glenmorangie’s position within the market. Directed by Joel Edgerton, the story will be released in a 12 episode series, as well as a short hero film.
In it we see Harrison Ford’s wry humour shine through as amongst other things, he poses amongst the heather in a kilt designed by a streetwear brand, slips atop the glens in unsuitable shoes and demands a castle. The film has the hallmark combination of style, tradition and forward thinking that we have come to expect from Glenmorangie over recent years.
“Unlike other drinks categories, where the audience might be easier to define, the appeal of Scotch whisky isn’t about a specific group—it’s all about the occasion and moment,” explained MacRae over an email exchange with me to discuss the campaign. And those themes are perfectly captured in the series.
The “off-script style” series follows Harrison Ford as he decides he wants to go to Scotland. During a meditation the 82 year old actor envisions himself sipping Glenmorangie beside a fire in a castle. Being Harrison Ford he duly sets off to film an advert to make the vision a reality. The result is a beautifully shot, humourous, and definitely irreverent take on the classic scotch whisky advert.
“We chose to collaborate with Harrison Ford for this campaign for several reasons—importantly, he’s a genuine single malt whisky fan and appreciates every ounce of craft that goes into making it,” explained Caspar MacRae. “He’s also someone with far reaching appeal, and he’s also very passionate about storytelling which comes across in his own work but also in this campaign.”
In the official press release Harison Ford said, “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.” The short series is both amusing and interesting as you follow Ford through some of the classic expectations for the action actor and a whisky advert.
Ford is a global name. His franchises from Star Wars and Indiana Jones to recent award winning works like series 1923 mean that he has an almost unique, cross generation and culture appeal. It’s not just about star power though. The story also features real employees at Glenmorangie. And it is this cross section of super stardom and the normal people who love scotch that is part of what Glenmorangie encapsulates with the series.
“The campaign also includes the real women and men that make our whisky and who work at our distillery, acting within their real jobs—we believe it’s a great representation of what we do, and what makes our whisky special,” said MacRae.
The presence of a star like Harrison Ford is important to make new audiences take notice, however the message they bring is just as important. The essence of Scotland, the quiet subversion of the norm, and the moments taken to pause and appreciate—whether in the bath or by an open fire—are just as important to the story and message as Harrison himself.
“Here at Glenmorangie we believe whisky has a way of marking a moment, offering a pause to be present, whether that’s coming together with others, relaxing and appreciating, or celebrating,” continued MacRae.
Increasingly brands are looking to storytelling to connect with their audiences. MacRae’s take on marketing Glenmorangie definitely seemed to have an emphasis on luxury that also ties in the themes of key memory building that we’re seeing more of in 2025. It’s less about selling more bottles and more about encouraging consumers to choose Glenmorangie for a special occasion—whether that special moment is a celebration, a meeting with friends, or a moment to yourself after a busy day.
Overall I think the film is a clever piece that gets more interesting the more you look at it. Scotch has a reputation for tradition and well… wood and copper and glens and lochs. Sometimes I think that scotch and scotland are so entwined that you cannot separate them—and yes, I know that scotch whisky has to be distilled and matured in Scotland so that’s a given. But I also mean that the traditions and marketing are so entrenched that we’re almost stuck with a version of what scotch needs to be to succeed. The clever thing Glenmorangie have done with this is rather than fight the bagpipes and kilts, they have lent into them in a playful way.
The result is almost a parody of what a “classic” scotch whisky advert would be; a rich white guy in a castle and a kilt, parading around a distillery, climbing hills in the grey Scottish weather and drinking whisky by the fire. But juxtaposed with that we have glimpses of normality; of managing unrealistic expectations of those around us, of catching a moment for self care, of drinking whisky from a tumbler just because that’s what you enjoy. No glencairn or bagpipes needed. But equally, if that’s what you enjoy then go for it.
It’s a fine line, and they do it well.
The first six of twelve full length episodes are ready from today alongside a hero film and other media. The remaining episodes will be released throughout the rest of 2025. Personally I look forward to journeying through the highlands of Scotland with Harrison Ford and a small tumbler of Glenmorangie.