New Space global campaign positions Glenfiddich as the thinking tipple

For some reason scotch whisky seems to be one of the hardest things to advertise, but why? The innate conservatism of producers? The supposed appeal of roamin’ in the gloamin’? We had BBH’s ‘Keep Walking’ for Johnnie Walker of course and Famous Grouse’s grouse does the job (it’s a grouse).

Now Glenfiddich is giving it a shot in a new global campaign from Space, this time hymning the qualities of the intellect and, somehow, equating these with its whisky. ‘Unlearn whisky’ it advises at the end after only a brief trek through the Caledonian forests.

Nicely directed by Ben Tricklebank for Academy.

Space managing partner Jason Nicholas says: “The Glenfiddich Experimental Series is a rare chance to work on a launch that really redefines a category. It has been a privilege and an honour to work on such an ambitious brief and with a client brave enough to break convention in whisky advertising.” Steady on Jason.

It is ambitious. Started off as a 7 but, given the dire nature of most whisky ads, let’s say 8.