• by Fern Siegel , Yesterday

View Creative is responsible for the "The Taste," directed by Tim Pope. Trying to explain the whisky's unique flavor, Dafoe recites descriptions submitted by some its biggest fans — Friends of Laphroaig. Suggestions include "It's like growing a beard in your throat" and "like being surrounded by a flaming tornado of wolves." Laphroaig is noted for its distinctive peat, which gives it a smoky character.

The “Unphorgettable” global campaign centers on digital and paid social. The creative is augmented by OOH, print and in-store promotions in key markets, including the U.S., U.K., Germany, Austria, Belgium, Japan, Australia and Global Travel Retail.

Chris Richardson, managing director of Suntory Global Spirits, Scotch and Irish, said: “Willem Dafoe is bold, curious and impossible to define, much like Laphroaig itself. His uncompromising dedication to craft mirrors our own approach to whisky-making.”

In addition, Laphroaig has tapped award-winning mixologist Meaghan Dorman to create a distinct cocktail, The Other Island. It blends 10-year-old Laphroaig, fresh pineapple, lemon, spiced cinnamon syrup and Amaro Ciociaro, with a touch of Prosecco. First available at the The Barley Mow pub in London, it's been renamed The Barley DaFoe for the campaign launch, and will be served in select bars worldwide.

The Dafoe partnership also extends to a limited-edition product collaboration, set for release in 2026.

Laphroaig is the top-selling Islay single malt globally, according to IWSR Global Database 2025. The brand was established in 1815.

View's work includes Lulu Guinness, Bulgari, Piaget and Ketel One Vodka.