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 rolls out nationally across digital and social. The focus of the campaign, a 90-second hero film titled “Make The Call”, launched on 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 London, 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.
Source: J. Walter Thompson London