LONDON, Oct. 17, 2014 /CNW/ - The first HAIG CLUB™ Single Grain Scotch Whisky advert puts the 'toast' at the heart of the brand
Diageo, a global leader in beverage alcohol, has today announced the launch of its first TV advert for the new Single Grain Scotch Whisky HAIG CLUB™.
Renowned British director Guy Ritchie has teamed up with award-winning advertising agency adam&EveDDB to produce Welcome, featuring HAIG CLUB™ partner and global icon David Beckham. The advert will air for the first time on UK television on Friday 17th October on Sky and the extended 90-second director's cut will be available to view from 9 am the same day on YouTube.com/HaigClub.
Welcome weaves together a series of epic journeys made by a group of friends through the Highlands, as they head towards an estate in Glen Affric near Inverness, Scotland to share a weekend together. The action culminates in a celebratory toast showing the group raising a glass of HAIG CLUB™ before revealing the same group of friends sharing a similar toast moment in numerous locations across the globe, from Antarctica to Madagascar.
"The toast is a time-honoured tradition rich in heritage, with the ability to bring people together, and we are putting this gesture at the heart of HAIG CLUB™," explains Ronan Beirne, Global Marketing Director, HAIG CLUB™. "HAIG CLUB™ is all about 'Welcome' - whether it's welcoming friends or the discovery of Single Grain Scotch Whisky - the toast embodies this sentiment. Our vision for the film has brought this gesture - which we hope will become synonymous with HAIG CLUB™- to life once again, with a modern look."
The toast is woven into the history of the House of Haig. "Club Man" advertisements from the 1920s featured leading private members' clubs in London where toasting was the cornerstone of any social occasion, and in the 1930s, HAIG CLUB™ advertisements again focused on the fact that the most treasured ritual in the club was to keep the spirit of toasting alive.
David Beckham recently welcomed his friends and the world to HAIG CLUB™, toasting to guests at his global launch celebration in Edinburgh, and he is also featured raising a glass in print advertisements shot by photographer Peter Lindbergh.
"I love the tradition of toasting, it's something I always do with friends and family," commented David Beckham. "Working with Guy to bring this tradition to life in a new way has been so rewarding. HAIG CLUB™ has always been about friends coming together and that's what we wanted to reflect with the advert. It's as simple as that."
"This project had so many elements that I find appealing: it's a film about good mates having an adventure and coming together for a celebration," added director Guy Ritchie, who also makes a cameo within the advert. "It's set in the Highlands of Scotland, one of the most beautiful places I've visited. David is a good friend and we had a lot of fun making this together."
The film also features the track Left Hand Free from Mercury Music Prize winners Alt-J. Left Hand Free, which also officially launches on 17th October, is a single from the band's number one album This Is All Yours.
Responsible drinking is at the core of HAIG CLUB™, with David Beckham supporting the brand's philosophy of quality over quantity.
Welcome to HAIG CLUB™. Enjoy Responsibly.
About HAIG CLUB™
HAIG CLUB™ is a new Single Grain Scotch Whisky from Diageo produced in partnership with global icon David Beckham and entrepreneur Simon Fuller. HAIG CLUB™ is as much built on tradition and heritage as it is a Scotch Whisky designed for our modern world. Built on nearly 400 years of distilling heritage, this is a Single Grain Scotch Whisky realized in a radical new way. HAIG CLUB™ welcomes people to living well and drinking in moderation. As part of his partnership, David Beckham supports the HAIG CLUB™ responsible drinking campaign philosophy and the belief in quality over quantity. Additional information about HAIG CLUB™ may be found at http://www.HaigClub.com or facebook.com/HaigClub.
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at http://www.diageo.com. Visit Diageo's global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
About David Beckham
David Beckham is one of the world's most iconic sportsmen. With a professional football career spanning over 20 years, he captained his country for six years, won the British Premier League six times, the UEFA Champions League (with Manchester United) in 1999, and was runner-up in the FIFA 'World Player of the Year' Awards in 1999 and 2001.
Having left Manchester United in 2003 for four successful seasons with Real Madrid, Beckham moved to LA Galaxy in 2007, taking the team to two MLS Cup Championships (2011, 2012) while participating in a unique time-share agreement with AC Milan, first in January 2009 and then again in January 2010.
Now retired, Beckham has been appointed global ambassador for the Chinese Football Association and has announced that he will co-own a Major League Soccer expansion team in Miami. Married to Victoria and father to four children, Beckham's fame extends far beyond the pitch. Noted as a keen advocate of charitable work, he has supported UNICEF since his days at Manchester United, becoming a Goodwill Ambassador in 2005 with a special focus on UNICEF's Sports for Development program. David is also on the Leadership Council for charity Malaria No More.
An astute businessman, David Beckham will play an integral role in developing the HAIG CLUB brand, its strategy and positioning. In addition, he will lead the promotion of the responsible drinking programme for HAIG CLUB, which is at the heart of the brand.
About Guy Ritchie
Writer/director/producer Guy Ritchie is an accomplished filmmaker who's known for his cinematic, character-driven stories featuring intricate plots, memorable dialogue, fresh visuals and unforgettable and colourful characters.
Ritchie made his writing and directing feature film debut with Lock, Stock & Two Smoking Barrels (1998), followed by Snatch (2000),Swept Away (2002), Revolver (2005), RocknRolla (2008), Sherlock Holmes (2009), Sherlock Holmes: A Game of Shadows (2011), and his latest film Man From U.N.C.L.E is set for release in August 2015.
In addition to Ritchie's feature work, his credits include directing Star, of the popular BMW series The Hire, collaborating with Nike to direct the short, Take It to the Next Level, working with Jude Law on a noir inspired short for Dior Homme, collaborating with Activision to direct Surprise, one of the popular Call of Duty ad campaigns. He has reunited with David Beckham for HAIG CLUB™ after previously collaborating with him on the launch his H&M campaign.
A creative communications agency made up of people from the worlds of advertising, design, content, digital, media and social strategy. Clients include Diageo, Google, Marmite, John Lewis, Volkswagen, Financial Times, Harvey Nichols and Save the Children.
Creative Agency: adam&eveDDB
Creative Director/Copywriter: Shay Reading
Creative Director/Art Director: Frank Ginger
Executive Creative Directors: Ben Priest, Ben Tollet & Emer Stamp
Agency TV Producer: Pamie Wikstrom
Planner: Michael Hines
Account Director: James Rowe
Managing Director: Tammy Einav
Production Company: Independent/Reset
Producer: Adam Saward
Director: Guy Ritchie
Soundtrack name and composer: Left Hand Free, Alt-J (Newman/Unger-Hamilton/Green)
Editor: James Herbert / Angus Munro
Post Production: Nineteentwenty
VFX Supervisor: Ludo Fealy
Colorist: Paul Harrison @ Finish
Sound Engineer: Jack Sedgwick @ Wave
SOURCE: HAIG Club and Diageo
For further information: Amelia Walker, PMK|BNC, 44-(207)-961-2372, [email protected] Gillian Cook, DIAGEO, +31-6-13-19-52-66, [email protected] Simon Oliveira, Doyen Global, +44-7775-740419, [email protected]