Beckham stars in first Haig Club TV advertBy Melita Kiely
Diageo has launched the first TV advert for single grain Scotch whisky Haig Club, directed by Guy Ritchie and featuring David Beckham.
The commercial, titled ‘Welcome’ is to air for the first time in the UK today on Sky while an extended 90 seconds directors cut is already available to view on YouTube.
It depicts the story of a group of friend travelling through the Highlands to share a weekend in Glen Affric near Inverness, Scotland.
Beckham then leads a celebratory toast with the group of friends as they raise a glass of Haig Club, before the shots move to another moment where the same group of friends are toasting Haig Club in different parts of the world. From Antartica to Madagascar.
“I love the tradition of toasting, it’s something I always do with friends and family,” said Beckham. “Working with Guy to bring this tradition to life in a new way has been so rewarding. Haig Club has always been about friends coming together and that’s what we wanted to reflect with the advert. It’s as simple as that.”
The House of Haig has a long history of toasting, with ‘Club Man’ advertisements from the 1920 having been featured in private member’s clubs in London, while the following decade advertisements focused on the “most treasured” ritual in the club to keep the tradition of toasting alive.
“The toast is a time honoured tradition rich in heritage with the ability to bring people together and we are putting this gesture at the heart of Haig Club,” explained Ronan Beirne, global marketing director for Haig Club.
“Haig Club is all about ‘Welcome’ – whether it’s welcoming friends or the discovery of single grain Scotch whisky – the toast embodies this sentiment.
“Our vision for the film has brought this gesture – which we hope will become synonymous with Haig Club – to life once again with a modern look.”
Watch the extended 90 seconds directors cute below.
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