Macallan ‘marks new chapter’ with first global campaign

Edrington-owned Scotch brand The Macallan has launched its first global advertising campaign, which sets out to “avoid category clichés”.

The Macallan is “marking a new chapter” with its first global marketing campaign

Macallan’s Make the Call campaign centres around the theme of “bold decision making” with a 90-second “hero film”.

Described as an “emotional visual story” that “delivers a powerful statement of encouragement”, the “long-term” campaign was developed by creative agency J Walter Thompson London.

Make the Call will focus on Macallan’s key markets – the US, Mexico, Taiwan, China and the UK.

“The launch of our first ever global advertising campaign marks a new chapter in the history of The Macallan,” said Paul Condron, global brand controller for The Macallan.

“The Make The Call campaign has been developed with the highest level of quality and craft that is truly fitting for the brand and it will be launching in key markets around the world.”

Lucas Peon, executive creative director at J Walter Thompson, added: “One of the most refreshing things about this campaign is that it avoids category clichés so often seen in whisky advertising around the world.

“To get the attention of people who wouldn’t necessarily drink single malt, you have to be ready to do something more provocative yet authentic.”

The Macallan opened its new £140 million (US$180m) distillery and visitor centre in June this year.