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Glenmorangie Highland single malt Scotch whisky has unveiled a new global advertising campaign headlined by Hollywood legend Harrison Ford. Titled “Once Upon a Time in Scotland,” the 12-episode series was directed by actor and filmmaker Joel Edgerton, with still images captured by renowned fashion photographer Lachlan Bailey. Filmed across the Highlands of Scotland, the campaign showcases Ford’s signature wit and Glenmorangie’s storied distillery, fusing tradition with a playful, modern twist.
A Collaboration of Icons
Harrison Ford
At 82, the famed actor behind beloved franchises like Indiana Jones and Star Wars steps into an unexpected role - enjoying a kilt, bagpipes, and single malt whisky as he explores the brand’s historic home in Tain.
Joel Edgerton
An actor and director (known for The Gift), Edgerton imbues the campaign with a light-hearted, tongue-in-cheek feel, subverting the typical “serious whisky commercial” format.
Glenmorangie Distillery Team
Unlike conventional ads led by scripted talent, actual distillery members feature on camera, teaching Ford about the nuances of whisky-making, cask aging, and correct pronunciation of “Glen-mor-an-gie.”
Caspar MacRae, President & CEO of The Glenmorangie Company, notes Ford’s global allure and authenticity:
“Harrison Ford is the real deal: a true global icon, and a genuine whisky lover. … It was a dream come true to collaborate on this campaign, and welcome him to our home in the Highlands.”
Campaign Concept and Format
“Once Upon a Time in Scotland” is designed as a 12-episode series, accompanied by an initial one-minute commercial (the “Intro”), all of which blend scripted ideas with unscripted moments. Nine videos have been released so far - one introductory commercial plus eight episodes - with the remaining installments set to debut over the coming months. Viewers are encouraged to keep an eye out for updates as the full campaign rolls out.
Here’s a quick look at each segment released so far:
Intro (1-minute commercial)
Premise: Harrison Ford rejects “action-man” stunts, insisting he’ll head to Scotland simply to unwind by a cozy fire, sipping on Glenmorangie.
Signature Moment: Ford humorously burns a stack of storyboards, proclaiming he’ll never appear atop a mountain with bagpipers - only to tease exactly that scenario moments later.
Episode 1: “Nice Guy” (1m36s)
Focus: Ford packs for Scotland and reveals his “real me,” a version far from the action hero persona.
Highlight: A phone call in the bathtub sets a playful tone, where Ford claims he’s “a ray of sunshine,” only for his contact to call him “grumpy.”
Episode 2: “The Campaign” (2m47s)
Focus: Ford arrives at the distillery, mistakes a warehouse Alan for “Alan from marketing,” and discusses wanting a more “sensitive” approach.
Highlight: The reveal of a rare 1963 Jaguar E-Type for Ford’s personal use, hinting not all “action-man” ideas got scrapped.
Episode 3: “The Accommodation” (2m00s)
Focus: Ford explores an ancient castle where he’ll be staying, marveling at Scottish décor and chatting with suits of armor.
Highlight: He holds his Glenmorangie glass with a knight’s metal glove and proclaims it all “just as I imagined.”
Episode 4: “When in Rome” (1m58s)
Focus: Ford discovers a kilt laid out on his bed, initially refusing to wear it, then ultimately relenting.
Highlight: Amusing mirror checks show Ford adjusting the kilt for “modesty,” underscoring his mischievous self-awareness.
Episode 5: “The Distillery” (1m34s)
Focus: Ford meets Glenmorangie’s real-life team - from the analytical chemist to the master distiller - while learning about cask selection and flavor profiles.
Highlight: He jokes about traveling “all this way” to ensure he can sample enough barrels.
Episode 6: “The Script” (2m02s)
Focus: Ford revisits the official marketing script - again - and tosses pages into the fire in lighthearted rebellion.
Highlight: His quip, “Never in a million years,” is soon contradicted by glimpses of him actually doing what he swore off.
Episode 7: “Am I Cool?” (1m55s)
Focus: Ford questions whether he’s still “cool” enough to climb a mountain in promotional shots, only to receive a confidence boost from a distillery employee’s wife on speakerphone.
Highlight: The classic comedic beat of an unintentional speakerphone conversation praising Ford’s “sexy” allure.
Episode 8: “The Mountain” (4m34s)
Focus: A more detailed version of the mountain shoot, complete with wet weather, comedic mishaps, and a meta conversation between Ford and his own “inside voice.”
Highlight: He banters with the film crew while holding his Glenmorangie bottle, concluding with the now-famous line, “Where in the world is the greatest Single Malt Scotch Whisky made?”
Ongoing Rollout
While these nine videos paint a colorful behind-the-scenes picture of Harrison Ford’s escapades in the Scottish Highlands, the campaign is still unfolding. Glenmorangie plans to release additional episodes - totaling 12 - in the coming months and possibly into future years. Each installment teases new comedic angles and deeper insights into both Ford’s persona and the distillery’s centuries-old traditions.
Behind the Scenes: Authenticity and Warmth
Real Distillery Staff on Screen
Glenmorangie’s team members, rather than actors, guide Ford through the distillation halls and warehouses. This choice offers unscripted moments of sincerity, as novices to on-camera work share their expertise in front of a global film star.
Working with Harrison Ford
Team members described Ford as approachable and curious - someone genuinely enthusiastic about whisky and the art of Scottish hospitality. He gave them “pep talks” and comedic tips, making the filming experience smoother despite tight schedules.
Filming in Only Three Days
Although 12 episodes suggest months of production, most filming took place in a whirlwind three-day shoot. Between the Highlands’ famously unpredictable weather, midges (biting insects), and an 180-year-old distillery, the cast and crew had to adapt rapidly.
Joel Edgerton’s Creative Vision
Edgerton’s directorial style prioritized spontaneity and humor. He created scenes where Ford could improvise comedic lines or engage with the distillery team’s genuine reactions. As a result, the project feels more like a playful short-film series than a polished advertisement.
Spotlight on Glenmorangie Whisky
The campaign features Glenmorangie’s flagship expressions:
Glenmorangie Original 12 Years Old
A smooth, approachable single malt that highlights the brand’s signature softness and subtle vanilla notes.
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Glenmorangie Infinita 18 Years Old
A richer, more complex whisky, matured longer for deeper flavors. Its appearance in pivotal scenes underscores Glenmorangie’s ethos of quality and elegance.
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Beyond these staples, Glenmorangie continues to experiment with innovative expressions, including limited-edition releases finished in unique casks. However, the heart of the campaign remains the brand’s longstanding heritage in Tain, emphasizing craftsmanship honed over 180 years.
Humor Meets Heritage
Harrison Ford’s comedic approach sharply contrasts the formal tone seen in many whisky ads, but it resonates with Glenmorangie’s desire to “[subvert] the seriousness” of the category. As Florent Leroi, Chief Marketing Officer of The Glenmorangie Company, explains:
“It’s quite playful and light-hearted, … making fun of many of the tropes and clichés of traditional whisky adverts. … We see the real Glenmorangie and the real people behind it, through Harrison’s eyes.”
From stumbling over Scottish pronunciations (“Glen-mor-an-gie!”) to learning about the brand’s meticulous distillation methods, Ford’s on-screen persona is part curious bystander, part confident leading man. The result is a behind-the-scenes vibe - a comedic narrative that still underscores Glenmorangie’s heritage and artistry.
Looking Ahead
The first eight episodes are now live on Glenmorangie’s website and YouTube channel, with the remaining installments scheduled for release in the coming months (and possibly into future years). The global rollout is accompanied by print and digital stills from Lachlan Bailey, presenting Ford in various scenic poses - often paired with bagpipers, wearing his Palace-designed kilt or sampling casks in the distillery.
Industry insiders view this campaign as more than an attention-grabbing gimmick. Glenmorangie’s approach - marrying comedic narrative with an authentic behind-the-scenes lens - mirrors broader consumer demands for transparency, personalization, and brands unafraid to have a bit of fun. Ford’s participation, combined with Joel Edgerton’s direction, underscores the rising trend of cinematic storytelling in spirits marketing.
In Summary
“Once Upon a Time in Scotland” merges Glenmorangie’s 180-year whisky heritage with Harrison Ford’s affable charm and wry humor. By inviting real distillery staff to step in front of the camera - and poking fun at the typical pomp of a whisky advertisement - the campaign offers a fresh, intimate perspective on single malt Scotch. For audiences, it’s a blend of cinematic flair, authentic Scottish tradition, and an iconic actor at his most relaxed. For Glenmorangie, it’s a testament to creative storytelling, underscoring the brand’s reputation for crafting whiskies that are both refined and approachable.
As Ford himself puts it:
“I had spent my entire adult life drinking [whisky] without knowing a hell of a lot about it… I enjoyed learning about it and I enjoyed drinking it.”
Whether you’re a long-time Scotch aficionado or discovering single malt for the first time, Glenmorangie’s new campaign sets the stage for an adventurous (and entertaining) journey into the heart of the Highlands - complete with bagpipes, kilts, and good-natured laughs along the way.
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