• by Teresa Buyikian , July 8, 2025

It’s one thing to know you’re well-liked; it’s another to shout it from the rooftops. Or, in the case of Oban’s latest campaign, prove your likeability with a personal delivery adventure.

The more than 200-year-old scotch whisky maker has launched a new campaign, “Being This Likeable Isn’t Easy,” which illustrates that despite the scotch’s easy drinkability, there’s a lot of “care, intention and dedicated craft involved with (the) final product.”

Developed with Uncommon Creative Studio and directed by Tom Speers from Smuggler, the highlight of the online and social effort is a :30 spot, seen here, which takes place entirely in Oban’s home in the Western Highlands of Scotland. In it, an Oban distillery manager is summoned by a mysterious fax to make quite a long personal Scotch delivery. The trek takes him by foot through Scotland’s picturesque Highland terrain, running in foggy wet marshes, climbing ocean cliffs and jogging over rolling green hills. Eventually, he arrives at “Stevie”’s door with a bottle of Oban 14-Year-Old Single Malt Scotch Whisky.

As it turns out, “Stevie” has recently posted online expressing his doubts about trying Oban. As Steve exclaims, “That’s beautiful” aloud as he tries Oban, the satisfied manager runs back to the distillery and the super “It isn’t easy being this likeable” appears on the screen.

The campaign runs on social media, including on the brand’s Instagram at @obanwhisky and other digital platforms, as well as executions in print and online publications.

Founded in 1794, Oban is still created by only seven distillers using original stills and methods, and, per the brand ,“can never expand,” due to being constrained by the town that now surrounds it.