The Glenlivet: Against The Tide

The Glenlivet has unveiled the next instalment of its ‘Original By Tradition' global campaign, putting the great taste of the whisky firmly in focus as The Glenlivet builds on its ambition to open up the single malt Scotch category. The new film launching across TV and digital in Canada in November before rolling out to other markets including the US, UK, China, Taiwan and Hong Kong - builds on the brand’s mindset of ‘originality’ that has seen The Glenlivet breaking traditions to set new standards in whisky since 1824. While the Original By Tradition launch film took viewers on a journey through the brand’s pioneering heritage, the new instalment ups the ante with an even bolder and more visually dramatic film which takes viewers on a journey with founder and true original, George Smith, as he follows the legacy of his life’s work - his The Glenlivet single malt - through to today. The opening scene sees George Smith back in his 1800s bothy in Scotland, establishing himself as an original thinker and defining the Speyside style of whisky, where The Glenlivet began. With a lurch the ad places a determined Smith striving forward on a moving treadmill which is constantly throwing up challenges, demonstrating how his drive and vision went against the norm of the time. Smith’s challenges initially take the shape of men who represent the strict norms and rigid traditions of whisky fundamentalists, from a time when the traditional style of whisky was harsh and smoky. We see how Smith has created a unique smooth style, before facing off against a wall of mirrors reflecting the poor imitations that tried to copy his style of whisky and claim the famous The Glenlivet name. Fast-forward and Smith stands above these traditionalists and imitations, comfortable in the legacy of his original creation and smashes through a final wall, releasing the delicious tasting notes and smooth taste of The Glenlivet in a vibrant, kaleidoscope of colours and ingredients that capture the essence of his whisky. The final scene finds Smith arriving in a modern bar scene to see how his legacy is still setting new standards across the world, inviting people to enjoy single malt whisky in different ways, whether neat, part of a cocktail in a social setting, or even as one of the recent The Glenlivet cocktail capsules.