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Glenmorangie under fire for Harrison Ford ad

Scots are spitting feathers over a sartorial choice made in Glenmorangie’s latest advertising campaign, starring Hollywood actor Harrison Ford.

Insult a Scot at your peril. Yet that’s exactly what single malt brand Glenmorangie appears to have inadvertently done with one element of its new advertising campaign.

Filmed in the north-east Highlands of Scotland, the “unpretentious” campaign stars Indiana Jones actor Harrison Ford as he attempts to get to grips with parts of Scottish culture, including the pronunciation of certain words.

However, the campaign hit a dud note with some eagle-eyed Scottish viewers who spotted that the kilt Ford wears in the advert was not made in Scotland. Instead, the traditional garment was designed by English skateboarding and streetwear company Palace.

In the advertisement, after Ford is shown discovering a kilt left on his bed, viewers can spot a handwritten note with the gift which reads: “From your friends at Palace.”

Disappointing

According to local newspaper the Daily Record, Scots kilt makers have criticised the decision to hand the gig to an English firm.

“If a kilt is being made they should be seeking a Scottish kilt manufacturer,” said Iain Hawthorne, managing director of kilt manufacturer Daiglen of Scotland.

Speaking about Glenmorangie he added: “They use fine Scottish water, we use fine Scottish wool.”

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John Culbert, owner of Glenisla Kilts, believes that choosing a Scottish kilt maker for the production would have been a boost for the industry.

“We would have liked to have had the opportunity to make the kilt. It is disappointing and annoying not to have been given a chance….

“Skateboarding and whisky drinking doesn’t go together anyway.”

Disruptive, fun, irreverent

Australian actor-director Joel Edgerton, who conceptualised the campaign, aims to capture the natural beauty of the local area surrounding Glenmorangie’s historic distillery in Tain, and allowed Ford to improvise parts of the script on set.

“I’ve spent my whole life watching commercials that follow an expected format and so I really like it when things are a little disruptive, fun, and irreverent,” said Edgerton.

“It was nice that we got a chance within the very traditional industry of whisky to get behind the scenes, to subvert the seriousness that often goes into an advertising campaign and have fun with that. I hope that people get to see the short film and the full-length episodes — and enjoy them and share them around.”

 

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