Best-selling whisky brand, Scottish Leader, is entrenching its new-look and enhanced blends with a world-wide advertising campaign shot on location in Cape Town, South Africa.
The campaign was conceived by global creative agency TBWA, with accomplished director Kevin Fitzgerald* and seasoned creative director Carl Willoughby** at the helm of delivering a captivating visual presentation.
Filming snaked its way through the streets of Cape Town; from Harrington Street and The German Club in the east city, to Nazareth House in Vredehoek, to the V&A Waterfront harbour area and Wynberg Park, with a final sequence shot at in the courtyard of a chocolatier.
The TV commercial presents the concept of perspective by showing how something as simple as a circle can serve as a vehicle to augment reality in a myriad of ways. It depicts, for instance, a circle as round hair rollers holding the promise of beauty, a magnifying glass flipping the subject 180˚, a jazz brass band bringing down the house, a “sea” of old LPs – defining a generation, and a coin to show the thin line between victory and defeat.
“Scottish Leader is asking consumers to take a new perspective on its offering, mirroring the way in which the brand has taken a new look at itself, and changed its formula on all levels to appeal to a rapidly moving global market,” says Emma Henderson, the global marketing manager for Scottish Leader.
“This long-established, well-awarded whisky brand stands for the richer possibilities brought on by exploring new perspectives and investigating new possibilities. And this is exactly what has enabled Scottish Leader to realise its new perfectly balanced, singular sweeter and smokier expressions.
One of the world’s favourite whiskies, Scottish Leader is sold in more than 60 counties. The brand not only has a new-look but has also redeveloped its original recipe, upping the single malt content of Scottish Leader Original that was first unveiled in South Africa in November 2014 before going world-wide. South Africans have also been the first to try the all-new, very premium Scottish Leader Signature. With this blend, master distiller Ian MacMillan and his team have amplified the island malts influence to give Scotch lovers a new, complex and layered whisky offering with a very rich, smoky profile.
Watch the Global ad:
It was launched in South Africa at the end of May and is currently flighting on channels including eTV; SABC 1, 2 and 3; Channel O; Mzansi Magic; Africa Magic Entertainment SA; M-Net Series Zone; SuperSport 3 and 4; Vusi Amp; Mzansi Wethu; and MTV Base.
* Kevin Fitzgerald (director):
With a background as an award-winning fashion photographer, Kevin has a unique style, with a strong visual identity that is distinctively emotive, all while telling beautifully sensitive stories. His print and film work has been commissioned and published on every continent except Antarctica, and he credits growing up in South Africa for inspiring his creative spirit.
“I love doing work that connects with our humanity, inspires visually, and stirs emotionally,” says Kevin. “Finding the cues that make us feel, trust and believe in something that we know is make-believe. I try to find the realness in things, allowing the beauty in people to come through. I like to strip away the hype.” Kevin has worked on such high-end brands as Lexus, Audi, BMW, Amstel, and Mercedes, as well as Alfa Romeo with Uma Thurman.
** Carl Willoughby (creative director):
With over 20 years experience in the advertising industry, Carl has worked on numerous premium and luxury brands from alcohol through to entertainment, telecommunications and the motor industry. He is highly awarded but still chasing the next big one. Working on the new Scottish Leader campaign has been for him an exciting and rewarding journey in the re-positioning of the brand.
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