Academy Award Winner Anna Paquin and renowned Single Malt Scotch The Glenlivet are ripping up the rule book on whisky drinking traditions in a provocative new campaign launched today via Emotive.
The launch film, directed by famed fashion director and photographer, Jamie Nelson on location at her 1968 Hollywood Regency style house in San Fernando Valley, LA, sees Anna turning whisky drinking traditions on their head. Whether squeezing fresh fruit into The Glenlivet, enjoying some whisky with ice or simply using whatever glass is closest, Anna revels in the kind of totally normal behaviour that makes Whisky purists squirm in their leatherbound armchairs.
Simon Joyce, Emotive CEO said: “We set out to deliver a campaign that flipped the script on preconceived ideas of how it should be drunk and advertised. Gone are the tumblers, fireplaces, oak barrels, reconstructions of Scottish life in 1822 and dark brooding men with facial hair. In their place is Canadian born, New Zealand actor Anna Paquin, a blue tiger head and all kinds of Whisky drinking blasphemy. Hopefully the audience enjoys it as much as we did making it.”
Kristy Rutherford, The Glenlivet Australia and New Zealand Marketing Manager said: “Anna not only personified our core brand values, but just like The Glenlivet, she redefines her own category whether that’s through her acting, speaking out about social injustices or taking a stance that she can drink her whisky however she pleases.”
Director Jamie Nelson said: “It made so much sense to shoot this The Glenlivet campaign with Plus Plus Productions at my house. My vision for the campaign was to take the consumer away from the stereotypical stale and outdated brown leather whisky drinking den we imagine our grandpas sipping scotch and whiskey in. Instead, I wanted to showcase our star, Anna Paquin, in a new whisky-drinking world that is colourful, playful, sexy, rock and roll, and exudes unashamed confidence in one’s self.”
Watch the launch film here