Whisky advertising has just taken a giant step into the wild in a three-minute commercial by UK creative cooperative studio, View Creative, and director, Tim Pope, for Laphroaig Scotch. Willem Dafoe attempts to describe the taste of Laphroaig Scotch, reading out descriptions by some of the brand’s biggest fans. It could be a demonstration of alcohol pretentions but Dafoe’s down-to-earth humour and a brilliant visual story (surreal, minimal, intriguing) make it something else entirely. Something new, distinctive and captivating. It succeeds in doing a difficult job – inspiring curiosity to try the product.

Laphroaig’s character is due to its distinctive peat, which gives it a smoky character. Fans translate this to “dirt in a bottle”, “smoky cornucopia of delight”,  like a fire whispering in a tranquil ocean”, “like kissing a mermaid on a rocky rowboat on a feisty sea,” “like sucking on a burnt match,” and “like growing a beard in your throat” (among others).

The film, The Taste, is surrounded by a global campaign, Unphorgettable, that includes OPH, print and in-store promotions, covering the US, UK, Germany, Austria, Belgium, Japan, Australia and Global Travel Retail, plus a London pub takeover by Laphroaig where customers can order a special cocktail.

Credits

Client: Laphroaig
Creative Agency: View Creative
Creative Concept: David Arnott
Creative Director: Valerie Wickes
Creative: Dan Vallins

Production Company: Chebabo & Co
Executive Producer: Anthony Chebabo
Senior AV Producer: Elaine Coyle
Stills Producer: Eve Dauncey
Stills Production Manager: Millie Howard
Music Composers: Robert Burns, Tam Lin
Performed by: Peak Fiddler

Production Company: Johnny Foreigner
Director & Writer: Tim Pope
Managing Director: Olivia Hirschberg
Executive Producer: Anna Tracey
Producer: Nick Fewtrell
Production Manager: Luke Tilbury
Production Assistant: Lettice Yardley
1st AD: Sam Dawking
DoP: Alex Barber

Editing: Marshall Street Editors
Editor: John Mayes
Edit Producer: Lola Coleman
Head of Production: SJ O’Mara

Grade: No.8
Colourist: Matt Turner
Colourist Producer: Ollie Ireland @ No.8

Post-Production VFX: Unit Post Production
VFX Artist: Alex Eves
VFX Producers: Tania De Sousa, Phil Delaney
VFX Executive Producer: Darryl Bolton

Sound: King Lear Sound
Sound Engineer: Ed Downham
Sound Producers: Suzy Mcgregor, Leo Clayton