Glenmorangie Original – It’s Kind of Delicious and Wonderful

Glenmorangie’s colorful new commercial was created by advertising agency DDB Paris. The film, shot by celebrated photographer Miles Aldridge, talk about the world of Glenmorangie which is full of wonder
The 60-sec film depicts seven everyday scenes – a train journey, a trip to the laundromat, a bubble bath… And because they take place in Glenmorangie’s world, these experiences are all so much more wondrous.

The music of the commercial is very well chosen: the song Cold Little Heart by Michael Kiwanuka

Each scene shows characters enjoying Glenmorangie (although in the laundromat, they are notably out of shot). With a cinematic style and settings saturated with colour – a realm in which Aldridge is admired worldwide – the film is rooted in Glenmorangie’s signature bold ‘orangie’ hue. Encapsulated by Glenmorangie’s tagline ‘It’s kind of delicious and wonderful”, it welcomes people to see the world through our eyes.

Louise Dennett, Glenmorangie Global Head of Brand explains: “We make whisky because we want people to enjoy it. There are many technicalities as to how we make it taste so good. But ultimately, what matters is that our single malt is delicious and that we open the doors to the wondrous moments you can have with our whisky. Because we think there’s a simple joy in that.”

The film’s bold technicolour palette was a particularly deliberate choice, says Alexander Kalchev, Chief Creative Officer at DDB Paris: “We set out to showcase everyday experiences all made more wonderful, to reflect Glenmorangie’s perspective. Inspired by the brand’s signature orange colour, we decided to use colour as a metaphor to open up the whisky’s world. And of course, as a master of colour, Miles Aldridge was the obvious talent to bring our vision to life.”

Aldridge’s style and precision is wonderfully evident throughout the film. For instance, he has carefully placed an anagram of Glenmorangie in each scene and a giraffe or two, almost like a treasure hunt.

“Throughout the campaign we peppered little ‘Easter eggs’, little things to find”, says Aldridge. “There are anagrams of Glenmorangie: ‘A Ginger Lemon’ in the train and ‘Mango Reeling’ as a neon. As well as the anagrams, each of the visuals has the recurring motif of the giraffe. The idea was that these would appear in each of the visuals like little games, almost cameo performances.

“The amazing thing about this campaign is that it’s so contrary to what we’re used to with whisky campaigns. For Glenmorangie to have the courage to take on this campaign is really refreshing.”

Dennett adds: “Miles has been a wonderful partner in building our campaign. When you look closely at each scene, there is an extraordinary richness to the storytelling. By considering every aspect, he has helped us create not simply images, but a whole Glenmorangie world, open for all to explore.”

Credits
Advertising Agency: DDB Paris, France
Executive Creative Director: Alexander Kalchev
Art Direction: Nicolas Malcorps, Mathieu Masse
Agency Producer: Justine Bruneau, Pia Schneider
Account team: Alban Callet, Andéole Vu Dinh Ba, Louise Guyon
Strategic manager: Odile Song, Violette Van Den Berg
Production: 2B
Photographer / Director: Miles Aldridge
Sound: Michael Kiwanuka / Cold Little Heart
Post-production: Mikros
Post Producer: Jérôme Deplatière
Print Producer: Christine Rétaux
Social media consultant: Marie Le Scao
Social creative team: Perrine Tixier, Maxime Dagault

Cold Little Heart ‣ Michael Kiwanuka [ Lyrics ]

DID YOU EVER WANT IT?
DID YOU WANT IT BAD?
OHHH, MY
IT TEARS ME APART
DID YOU EVER FIGHT IT?
ALL OF THE PAIN, SO MUCH POWER
RUNNING THROUGH MY VEINS
BLEEDING, I’M BLEEDING
MY COLD LITTLE HEART
OH I, I CAN’T STAND MYSELF

AND I KNOW
IN MY HEART, IN THIS COLD HEART
I CAN LIVE OR I CAN DIE
I BELIEVE IF I JUST TRY
YOU BELIEVE IN YOU AND I
IN YOU AND I
IN YOU AND I
IN YOU AND I

DID YOU EVER NOTICE
I’VE BEEN ASHAMED
ALL MY LIFE
I’VE BEEN PLAYING GAMES
WE CAN TRY AND HIDE IT
IT’S ALL THE SAME
I’VE BEEN LOSING YOU
ONE DAY AT A TIME
BLEEDING, I’M BLEEDING
MY COLD LITTLE HEART
OH I, I CAN’T STAND MYSELF

AND I KNOW
IN MY HEART, IN THIS COLD HEART
I CAN LIVE OR I CAN DIE
I BELIEVE IF I JUST TRY
YOU BELIEVE IN YOU AND I
IN MY HEART, IN THIS COLD HEART
I CAN LIVE OR I CAN DIE
I BELIEVE IF I JUST TRY
YOU BELIEVE IN YOU AND I
IN YOU AND I
IN YOU AND I
IN YOU AND I
IN YOU AND I
IN YOU AND I
IN YOU AND I
IN YOU AND I

MAYBE THIS TIME I CAN BE STRONG
BUT SINCE I KNOW WHO I AM
I’M PROBABLY WRONG
MAYBE THIS TIME I CAN GO FAR
BUT THINKING ABOUT WHERE I’VE BEEN
AIN’T HELPING ME START