Renowned British director Guy Ritchie has teamed up with award-winning advertising agency Adam & Eve DDB to produce ‘Welcome’ featuring Haig Club partner and global icon David Beckham.
|David Beckham and friends toast with Haig Club|
‘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 the same group of friends sharing a similar toast moment in numerous locations across the globe, from Antarctica to Madagascar.
Commenting on the advert, Ronan Beirne, Global Marketing Director for Haig Club, said: "The toast is a time-honoured tradition rich in heritage, with the ability to bring people together, and we are putting this gesture at the heart of Haig Club. Whether it's welcoming friends or the discovery of Single Grain Scotch Whisky - the toast embodies this sentiment. Our vision for the film has brought this gesture - which we hope will become synonymous with Haig Club - to life once again, with a modern look."
The toast is woven into the history of the House of Haig. "Club Man" advertisements from the 1920s featured leading private members' clubs in London where toasting was the cornerstone of any social occasion, and in the 1930s, Haig Club advertisements again focused on the fact that the most treasured ritual in the club was to keep the spirit of toasting alive.
David Beckham recently welcomed his friends and the world to Haig Club, toasting to guests at his global launch celebration in Edinburgh, and he is also featured raising a glass in print advertisements shot by photographer Peter Lindbergh.
The advert will air for the first time on in the UK today on Sky and an extended 90 second director's cut is available to view via www.youtube.com/haigclub
Source: PR Newswire