The Glenlivet
Following on from last year’s celebration of diversity and representation with the global launch of its #BreakTheStereotype campaign, The Glenlivet continued to challenge outdated preconceptions of whisky drinkers with a new and thought-provoking campaign in the US, helping to bring to life a new vision of fatherhood.
The brand asked artificial intelligence to write a whisky commercial for Father’s Day, which resulted in a script reflecting outdated stereotypes of how dads are typically represented. The team then created a film about the qualities of a modern-day dad by enlisting real father figures and their adult children to read and react to the scripts written by AI.
As an extension of the campaign, The Glenlivet teamed up with the Underground Overground comedy collective for a one-night-only comedic performance in New York called, “Cocktails and Comedy: A Spirited Celebration of Modern Dads” ahead of Father’s Day weekend 2023 in the US. Proceeds were donated to “Real Men Charities” - an organisation committed to positively influencing the way the world celebrates family and community, with an emphasis on supporting fathers and father figures.
We are proud to continue pushing boundaries at The Glenlivet. Our ambition with this campaign was to bring to life a new vision of fatherhood as we look to further explore the territory of modern masculinity as part of a wider global campaign over the coming year. Watch this space.”
Ballantine’s
Ballantine’s has joined forces with legendary Wu-Tang Clan frontman RZA in a new global campaign that celebrates the brand’s ethos around staying true to who you are and embracing the freedom to forge your own path.
Rooted in a shared love of music and a belief of doing things your own way, Ballantine’s and RZA kicked off the partnership with the launch of a limited-edition Ballantine’s x RZA Crosley record player, aiming to create shared moments and unforgettable experiences over music, whisky and a celebration of individual taste. The launch culminated in a listening party in New York hosted by RZA, that brought to life the first drop with Crosley.
Over the coming months, the campaign will see the duo releasing a series of exclusive drops and unexpected partnerships, inspiring people to keep it real and champion self-expression, whether that’s through music, food, or fashion.
No.2Scotch whisky in the world
At Ballantine’s we believe that everyone is unique, original and worth celebrating. RZA is well known for doing things his own way, a mindset that reflects the spirit of Ballantine’s and our founder, George Ballantine, who was breaking the codes of whisky as far back as 1827.”
