David Beckham stars in Haig Club filmBy Nicola Carruthers
Diageo has launched a 60-second film for single grain Scotch whisky Haig Club as part of a new responsible drinking campaign starring David Beckham.
Directed by Swedish director Jonas Akerlund, Leave as You Arrived plays out in reverse, with the end of the film at the beginning.
The film depicts Beckham and his friends as “immaculately put together” leaving the bar as when they arrived.
“Responsible drinking is an integral part of the Haig Club philosophy and we have a shared belief with our business partner, David Beckham, about quality over quantity and the importance of drinking in moderation,” said Ronan Beirne, global brand director.
“Leave As You Arrived was designed to showcase the benefits of drinking in moderation on a night out. Haig Club believes that looking as good leaving the bar as when you arrived, is the epitome of style.”
Beckham added: “There are many reasons why I wanted to partner with Diageo on Haig Club, and one of them is their commitment to responsible drinking. Jonas did a very nice job bringing our idea to life with this new film.”
Carolyn Panzer, global alcohol in society director, Diageo, said: “Being stylish and in control go hand-in-hand. This campaign shows just how aspirational drinking in moderation has become, and is all about encouraging adults who choose to drink, to do so responsibly. Encouraging moderation is not in conflict with our goals as an alcohol producer: in fact, it lines up very clearly with our values and aims as a business. We want to lead people towards drinking better, not more, and this campaign is a powerful example of how our brands are helping us to do that.”
#LeaveAsYouArrived will continue to roll out globally across social media with additional content created to encourage drinking in moderation. The campaign will include content from cities across the world showcasing real people in #LeaveAsYouArrived moments.
In October last year, Diageo unveiled the first TV advertisement for Haig Club’s first line extension, Clubman – a “bold and edgy take on traditional Scotch whisky etiquette” starring Beckham.
Check out the Leave As You Arrived campaign below.