Haig Club debuts first Clubman TV adBy Annie Hayes
Diageo has unveiled the first TV advertisement for Haig Club’s first line extension, Clubman – a “bold and edgy take on traditional Scotch whisky etiquette” starring David Beckham.
Entitled ‘Make your own rules’, the TV ad for the new single grain Scotch Whisky from the House of Haig aims to “redefine” the “stereotypical expectations” of when, where and how people should enjoy whisky.
A narrative of “conventional rules” around drinking whisky – for example, that it should never be consumed with mixer – is juxtaposed against lively visual montages of friends at a party.
“Our first advert for Haig Club Clubman aims to disrupt people’s pre-conceived notions around whisky,” said Ronan Beirne, global marketing director for Haig Club.
“With Haig Club Clubman, we are purposefully and assertively inviting consumers to make their own rules on how to enjoy this versatile Scotch whisky.
“This progressive approach aligns with our long term ambition to recruit new whisky drinkers by breaking down the barriers for entry, continuing to drive the vibrancy and relevancy of the category.”
Within the advert, which was directed by Nima Nourizadeh, Haig Club’s brand partner, David Beckham is shown playing cards and watching films with friends on a rooftop against the London skyline, and then later in a bar enjoying Haig Club Clubman with cola – the whisky’s suggested serve.
Beckham said: The advert for Haig Club Clubman feels really special as it’s different to what you would expect from a whisky, especially one with so much heritage behind it.
“With Haig Club we have always aimed to shake things up, and it was fantastic working with Nima to bring our unique approach to life. With Clubman, we want to highlight that there is no right or wrong way to enjoy whisky, as long as you enjoy it, that’s all that matters.”
Scroll down to view the new Haig Club Clubman advert television commercial.