Glenfiddich Reflects on the Human Mind in Global Spot for 'IPA Experiment' Whisky

New Variant Is Finished in Craft Beer Casks

By Alexandra Jardine. Published on Oct 25, 2016

Editor's Pick

Glenfiddich is promoting its new "IPA Experiment" Whisky -- a new variant that is finished in India Pale Ale casks -- with a philosophical spot that's more about pushing boundaries than drinking whisky.

A glossy, well-crafted film, created by Space and directed by Ben Tricklebank at Academy, reflects on the amazingness of the mind. Via various vignettes, it touches on the capacity of the human mind for love, the "mindless" destruction of the planet, and our ability to connect with nature or use logic in a game of chess before we eventually see the new whisky and craft beer being created.

The spot aims to attract a new generation of whisky drinkers around the world (something we've also seen recently from the likes of Haig Club, which also moved away from the traditional fireside-and-Scottish landscape cliches of Scotch whisky advertising in an ad for its Clubman variant.)

The Glenfiddich IPA Experiment is the first project from the brand's "Glenfiddich Experimental Series," which will include further unexpected variants on Scotch whisky.

The film will first launch online, and then debut on TV on Sky in the U.K. on Nov. 8. before rolling out to markets in Europe, Asia and America.

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Oct 25, 2016
Ben Tricklebank
Creative Director:
Greg McAlinden
Senior Art Director:
Ethan Kennedy
Business Director:
Sean Kelly
Senior Account Director:
Leigh Chapman
Senior Account Executive:
Ben Wyver
Agency Planner:
Aaron McFeeley
Alister Campbell
Emma Smalley
Global Marketing Operations:
Edna O'Sullivan
Global Marketing Operations:
Ifan Jenkins
Global Marketing Operations:
Jonny Wells
Film Production:
A+/Academy Films
Ben Tricklebank
Dom Thomas
Production Manager:
Tom Cartwright
Director, Photography:
Justin Gurnari
Russell Icke
Editorial Company:
Whitehouse Post
Offline Producer:
Scarlett Smith
Post Production:
Nineteen Twenty
Online Producer:
Sally Pritchett
Sound Design/Audio Mix:

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