Crispin Porter Bogusky: Original by Tradition by The Glenlivet

The Glenlivet has unveiled the next instalment of its ‘Original By Tradition' global campaign, putting the taste of its whisky firmly in focus as it builds on its ambition to open up the single malt Scotch category.

While the 'Original By Tradition' launch film took viewers on a journey through the brand’s pioneering heritage, the new instalment ups the ante with an even bolder and more visually dramatic film which takes viewers on a journey with founder and true original, George Smith, as he follows the legacy of his life’s work - his The Glenlivet single malt - through to today.

The film opens with Smith back in his 1800s bothy in Scotland, establishing himself as an original thinker and defining the Speyside style of whisky, where The Glenlivet began. With a lurch the ad places Smith striving forward on a moving treadmill which is constantly throwing up challenges, demonstrating how his drive and vision went against the norm of the time.

The film will launch across TV and digital in Canada this month, before rolling out to other markets including the US, UK, China, Taiwan and Hong Kong.