Loved the new ad for Haig Club whiskey. It has all the hallmarks of a premium lifestyle brand but none of the bland montage advertising. Like many lifestyle ads, this too is set to a sound track (Left Hand Free’ from Mercury Music Prize winners Alt-J. Left Hand Free) but the similarity ends there. This one is a riveting ad with a hint of mystique. In fact, I was reminded of many high-end luxury brands’ advertising when I saw the ad. According to the PR blurb:
‘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 a similar toast moment with the same group of friends in numerous locations across the globe, from Antarctica to Madagascar.
Luxury brands have a set of category cues – great styling, a sense of mystique and set in a world where everything is magical, perfect and super premium.