Forbes

Today saw the announcement of the unexpected pairing of Hollywood legend with traditional Scottish whisky brand Glenmorangie. The new campaign called "Once Upon a Time in Scotland" sees us follow Harrison Ford as he explores Scotland and the historic Glenmorangie distillery.

Directed by Joel Edgerton, the story will be released in a 12 episode series, as well as a short hero film. In it we see Harrison Ford’s wry humour shine through as amongst other things, he poses amongst the heather in a kilt designed by a streetwear brand, slips atop the glens in unsuitable shoes and demands a castle.

Increasingly brands are looking to storytelling to connect with their audiences. MacRae’s take on marketing Glenmorangie definitely seemed to have an emphasis on luxury that also ties in the themes of key memory building that we’re seeing more of in 2025. It’s less about selling more bottles and more about encouraging consumers to choose Glenmorangie for a special occasion—whether that special moment is a celebration, a meeting with friends, or a moment to yourself after a busy day.