The Macallan has launched its first-ever global advertising campaign across TV, cinema and digital channels, underlining the single malt whisky brand’s luxury credentials. Edrington Global Travel Retail is marking the milestone with a week-long digital partnership with The Moodie Davitt Report, delivering one of our most impactful branded site makeovers yet.

The campaign cornerstone is a 90-second hero film (see below and our home page display advertisement), which brings to life the ‘Make The Call’ promotion, created around the philosophy of The Macallan.

According to Edrington, Make The Call delivers a statement of “encouragement and confidence for those brave enough to spot the risks worth taking and follow them through to success”. The company said that this is exemplified in the brand’s history of making big decisions, from its commitment to using exceptional oak casks to the creation of the striking and innovative new Distillery and Visitor Experience.

“Travel retail is a strategically important channel for engaging with consumers so it is fitting that our new campaign has made its OOH debut at Dubai Airport – an iconic location in global aviation.”

Focusing on key markets including the USA, Mexico, Taiwan, China and UK, the brand-focused campaign is “an emotional visual story”, combining stunning visual effects and CGI. Edrington noted: “It is the portrayal of a man yearning to achieve great things, making a bold decision which ultimately leads to a more fulfilling life.”

In travel retail, Make the Call made its OOH debut at Dubai International in December. Throughout the highest passenger traffic month of the year, the stunning campaign was displayed across JCDecaux’s High Profile Digital Signage platform in terminals 1 and 3. With over 145 HD screens across three concourses the campaign was seen by an estimated 5.1 million passengers.

A campaign takes flight: The Macallan’s visually striking Make The Call advert goes global.

Edrington Global Travel Retail Managing Director Suzy Smith said: “Travel retail is a strategically important channel for engaging with consumers so it is fitting that our new campaign has made its OOH debut at Dubai Airport – an iconic location in global aviation. We’re confident that this campaign has reached a sizeable audience and played a role in convincing the next generation of The Macallan drinkers to ‘Make The Call’.”

The Macallan appointed leading global creative agency J. Walter Thompson London to create the new long-term integrated brand campaign.

Initial impact: The campaign debuted at Dubai International in December, in partnership with JCDecaux, offering access to 5.1 million travellers across three concourses.

The Macallan Global Brand Controller Paul Condron said: “The launch of our first-ever global advertising campaign marks a new chapter in the history of The Macallan. The Make The Call campaign has been developed with the highest level of quality and craft that is fitting for the brand and it will be launching in key markets around the world.

“2018 was 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.”

Walter Thompson Executive Creative Director 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 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.

In a ground-breaking recent period for The Macallan, the brand’s impressive distillery and brand home opened in Speyside last June. (Top photo: Mark Power, Magnum)