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Beckham and Ritchie team up for whisky ad
David Beckham and Guy Ritchie have joined forces to create a TV advertising campaign for Diageo’s Haig Club whisky.
Beckham and Ritchie on set.
Ritchie, director of such films as Lock, Stock & Two Smoking Barrels as well as the recent Sherlock franchise, cast Beckham, the ex-England footballer and global brand, as one of a group of friends making their way through the highlands of Scotland to an estate in Glen Affric near Inverness.
The campaign, named ‘Welcome’, sees the cast travel to their destination by different forms of transport via land, air and sea before culminating in a toast with Haig Club whiskey.
As reported by the drinks business, the whisky was officially launched earlier this year and, regarding his participation, Beckham commented: “I love the tradition of toasting, it’s something I always do with friends and family.”
“Working with Guy to bring this tradition to life in a new way has been so rewarding,” said Beckham.
The group of friends finish their journeys with a toast.
Director Guy Ritchie, who also makes a cameo appearance in the advert, added: “This project had so many elements that I find appealing; it’s a film about good mates having an adventure and coming together for a celebration. It’s set in the Highlands of Scotland, one of the most beautiful places I’ve visited. David is a good friend and we had a lot of fun making this together.”
Speaking about the concept behind the campaign, Ronan Beirne, Global Marketing Director of Haig Club, said: “The toast is a time honored tradition rich in heritage with the ability to bring people together and we are putting this gesture at the heart of Haig Club.”
The packaging gives a nod to the fragrance business.
“Haig Club is all about ‘Welcome’ – whether it’s welcoming friends or the discovery of single grain Scotch whisky – the toast embodies this sentiment. Our vision for the film has brought this gesture – which we hope will become synonymous with Haig Club – to life once again, with a modern look,” said Beirne.
The whiskey, which takes inspiration for its design from the fragrance industry is 40% abv with a recommended retail price of £45 for a 70cl bottle.
Watch the extended advertisement below…