• by Fern Siegel , February 7, 2025

Glenmorangie Highland tapped actor Harrison Ford to become the face of its single malt Scotch whiskey.

The global campaign “Once Upon A Time In Scotland” was created in-house, but worked with production agency Bandits. Joel Edgerton directed the Hollywood star in the debut ad and 12 episodic spots. Filmed in the northeast highlands of Scotland, the work takes viewers from the whisky’s historic distillery in Tain to the 19^th-century Ardross Castle.

The actual Glenmorangie distillery team appear with Ford, who said the work “has a certain charm to it, because it’s unpretentious and just amusing.”

The creative rolls out cross-platform: online video, connected TV, out-of-home formats, experiential and social media. Six full-length episodes are available at glenmorangie.com, with the rest released throughout 2025.

Justin O’Shea, creative director for Moet Hennessy Spirits, called “Harrison Ford a passionate Scotch whisky drinker, which makes him absolutely authentic in his character. It’s almost as if he isn’t acting at all. Or is he? No one really knows. And that’s what makes him the perfect ambassador!” he told Agency Daily.

“Every Scotch brand is chasing the dream of recruiting younger people or converting non-Scotch whisky drinkers, but the reality is, Scotch whisky is a way of life. And we want to show appreciation to the lovers of Scotch. However, if someone sees this ad and thinks Glenmorangie is cool, we welcome them with open arms,” he added.

The luxury whisky is owned by Moët Hennessy-Louis Vuitton (LVMH). In Gaelic, the ancient language of Scotland, Glenmorangie means valley of tranquility.