What makes a truly memorable Scottish whisky advert?

In an era of global economic fragility where the average consumer has the attention span of an ADHD goldfish amidst a rapidly evolving social media and AI landscape,? it’s safe to say that it is a challenging time for Scottish whisky marketers to create adverts and marketing campaigns that have lasting cultural permanence. ?

As such, it would be incredibly easy to just spew a cacophony of marketing buzzwords and generic brand messages onto a creative agency brief in a panicked attempt to ride the waves of fickle trends, instead of remembering what truly embeds certain whisky brands into our collective culture and psyche.?

A great Scottish whisky advert shouldn’t necessarily make consumers jump online immediately and order a bottle, but it should create an unmistakable feeling of familiarity with that brand at when they’re poising to purchase or recommend from an endless array of amber filled bottles.

The secret recipe to achieving this is the same reason why we love certain movies, songs, books and TV shows. Nostalgia and memorable experiences are fused into our being through stories, characters, authenticity, humour and emotions.? Why would anyone invest their precious three minutes sitting on the toilet to watch your advert if they are not instantly drawn in with at least two of these ingredients??

As such, here is a trio of standout examples from the last fifteen years, that perfectly blend several of these elements to create some truly memorable Scottish whisky adverts.?

The man who walked around the world? - Johnnie Walker, Diageo. (2009)

From the second that Robert Carlyle walks into the frame and comedically snarls “Hey piper! Shut it.”, we instantly know that this won’t be a conventional Scottish whisky advert. In just four words, Carlyle deftly echoes the widely held sentiment that traditional Scottish whisky marketing needs to shed the dusty tartan drapes and focus on engaging consumers with stories of substance.?

For the next five minutes and thirty seconds (which is about five minutes too long by modern advertising standards), Carlyle effortlessly retells the history of Johnnie Walker (after forty takes), marching with intent down an old military track in the Highlands. His fluid monologue delivered like a dandy Francis Begbie. His purposeful strut charged by a score that could have been used in Game of Thrones, supported with series of well timed props and devices that cleverly illustrate every crucial milestone in the history of the brand.?

By the end, we’ve been impressively entertained into learning about the intrinsic DNA of both Johnnie Walker and the history of blended Scotch. This method of story telling was so successful, it clearly inspired one of the first touch points in the Johnnie Walker Experience in Edinburgh, albeit swapping out Carlyle and the wilds of Inverlochlarig for some young actors, treadmills and well timed animations.?

The story of Johnnie Walker’s impactful and rich history has been shared, and we sat for five minutes longer than we usually would have to take it in

Laphroaig Opinions Welcome - Laphroaig, Suntory Global Spirits (Nee - Beam Suntory) (2014)?

Never has a whisky been such a divisive spoonful of tarry, rich and iodine infused Marmite, more so than Laphroaig.? At least the marketing team at the smouldering helm of the iconic green bottle were aware of this enough to launch the amusing and self-aware Laphroaig Opinions Welcome campaign to showcase this very fact. ?

A versatile panel of nine blind taste testers from all walks of life, gathered in front of the camera to share their honest impressions of a ‘mystery liquid’.? As they pull the naked green bottle from its anonymous tube and ‘thwump’ the phenolic cork one by one, the no-holds-barred reaction fest commences.? ?

The infectious honesty and charm of the assorted individuals is irresistible from the outset.? We see a consistent array of curious and bewildered expressions as each person tries to make sense of the pungent amber liquid in their glass.?

A creative and honest succession of first impressions of "school lavatories” “smoked fish” “seagulls armpits” & “giants wielding swords” are given, perfectly cut against a light hearted and jaunty jazz soundtrack. The self-depreciating tone is the perfect example of what whisky should always strive to be, and yet only certain brands have the intrinsic character to truly pull it off in this fashion.?

By the end, Laphroaig’s cleverly conducted appraisal of its cult status character, has been delivered in a humorous and charismatic way that could win over a spectrum of whisky beginners (and veterans) and who are ‘feint of hearth’.

Laphroaig Opinions Welcome shows us that is entirely possible to fall in love with a whisky brand, even if you’re undecided whether you love the whisky itself.?

She, a tale by J&B? - J&B, Diageo. (2022)?

Blended Scotch whiskies have suffered from the ‘old man’s drink’ stereotype, arguably more so than any other style of whisky in the world.? How very clever of the brand team behind J&B in which case, to completely upend that perspective using an elderly gentleman as the central figure in an emotionally charged festive narrative.?

Our main character (‘abuelo’ let’s call him), who resides in small Spanish town, develops a curiosity for the self-application for makeup in what appears to be a desire to embrace a hidden side of himself later in life.?

As he fails at lipstick application, gets judged for buying a mascara kit and hides his curiosity from male passers by, we are left with the overwhelming feeling of his secretive perseverance to learn the complex art of makeup application.? At this stage, we can only assume that the underlying message from J&B is ‘don’t be ashamed to try and explore whisky later in life’.? How the rug is pulled from us, however.?

After proudly perfecting his makeup artistry in the mirror, abuelo looks out of the window on Christmas Day to see ‘Arturo’; his 26 year old grandchild arriving with his family. Secretly ushering Arturo into the bathroom, he carefully and lovingly applies the lipstick and makeup to Arturo’s face, and then introduces ‘Ana’ to a very tearful and proud family. (Pass the bloody tissues.)? Abuelo, stands and raises a toast as glasses of J&B clink around the warm and festive family table. ?

The underlying message, like Ana, has now transitioned before our eyes.? Despite the message on screen being something generic about ‘magic at Christmas’, the real takeaway feels like that if we truly love whisky, that it’s our responsibility to learn new ways to pass that on to the next generation.

Either way, what remains is a continual admiration for J&B, for producing a brave and bold advert that like a great whisky, has a very memorable finish.?