THE MACALLAN LAUNCHES ITS FIRST GLOBAL BRAND ADVERTISING CAMPAIGN
Monday November 19, 2018 (NEW YORK, NY) – The Macallan, the world’s most precious single malt, is launching its first ever global advertising campaign across television, cinema and digital channels. In the USA, the campaign will roll out nationally across digital and social. The focus of the campaign, a 90-second hero film titled “Make The Call”, will launch today, Monday November 19, 2018.
Focusing on key markets including the USA, Mexico, Taiwan, China and the UK, “Make The Call” offers encouragement to a new generation of consumers who are faced with increasingly complex and often daunting life decisions. Concepted by leading global creative agency, J. Walter Thompson, the new long-term integrated brand campaign features a fantastical visual metaphor to bring the brand’s messaging to life.
Paul Condron, Global Brand Controller, The Macallan, said: “The launch of our first ever global advertising campaign marks a new chapter in the long and illustrious history of 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. “2018 has already been a momentous year for The Macallan, having opened our world class new Distillery and Visitor Experience in June. We look forward to building on that and to seeing the reaction of audiences around the world to this fantastical tribute to people who make the call to choose a bigger life.”
Creative Director for creative agency J. Walter Thompson, Paul Rizzello, said, “The pressure of a big decision often makes us hesitate just when success is within reach. We’re so afraid of getting it wrong, we end up avoiding those decisions altogether. This story is about someone who decides to go for it. He makes the call.”
Executive Creative Director, J. Walter Thompson, Lucas Peon said, “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 “Make The Call” film was directed by Juriaan Booij out of RSA Films and shot by John Mathieson, the twice Oscar-nominated Cinematographer behind Gladiator and X-Men. The production has pioneered new techniques from the first use of motion capture in a wind tunnel, to 3D matte paintings created using VR headsets. Creative and strategic work was led by J. Walter Thompson London, with support from network offices including Moscow and Shanghai, and sister agency Hudson Rouge in New York.
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About The Macallan
Founded in 1824, The Macallan is one of the world’s’ most admired and awarded single malt whiskies. The reputation of The Macallan is based on a product of outstanding quality and distinctive character. An obsession with excellence has been the hallmark of The Macallan since its founding, by Alexander Reid, on a plateau above the river Spey in northeast Scotland.
In May 2018, The Macallan unveiled its new $186 million distillery and visitor experience on its Speyside estate, increasing investment in whisky, warehousing and in The Macallan’s signature sherry-seasoned oak casks. The striking contemporary architecture, cut into the slope of the land, takes its cues from ancient Scottish hills. It stands nearby Easter Elchies House, the Highland Manor built in 1700 which has been The Macallan’s spiritual home since 1824. The new distillery marks an important milestone, recognising the significant journey of The Macallan since 1824 and marking an exciting new chapter in the evolution of the luxury single malt.
For more information visit www.us.themacallan.com. The Macallan can also be found on Facebook, Twitter and Instagram
About J. Walter Thompson London
J. Walter Thompson London is a communications agency which creates pioneering ideas that build brands and businesses. The agency offers creative expertise across all channels, delivering creative, insight-led and integrated branded content.
The business includes Mirum, global digital innovation technology agency, Colloquial, middle weight social content solutions, JWT Live, the most awarded experiential agency in the UK, Geometry@JWT, shopper insight, strategy and activation, JWT 1-2-1, CRM and customer journey marketing, JWT Inside, employee engagement and JWT Entertainment.
J. Walter Thompson London is part of a global network, with more than 200 offices in over 90 countries, consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge.
For more information, please visit http://www.jwt.co.uk and follow us @JWT_London.
