LONDON – British Director Guy Ritchie has teamed up with adam&EveDDB to produce ‘Welcome’, featuring football icon David Beckham. The advert aired for the first time on UK television on October 17, without he extended cut available online.
‘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 a similar toast moment with the same group of friends in numerous locations across the globe, from Antarctica to Madagascar.
“The toast is a time-honored tradition rich in heritage with the ability to bring people together and we are putting this gesture at the heart of Haig Club,” explained Ronan Beirne, Haig Club global marketing director. “Haig Club is all about ‘Welcome’ – 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 spot references the tradition of toasting, which according to a press release is “woven into the history of the House of Haig,” being featured in the brand’s advertisements from as far back as the 1920s.
Beckham recently welcomed his friends and the world to Haig Club, toasting to guests at a global launch celebration in Edinburgh and he is also featured raising a glass in the print advertisements shot by photographer Peter Lindbergh.
“I love the tradition of toasting, it’s something I always do with friends and family,” Beckham commented. “Working with Guy to bring this tradition to life in a new way has been so rewarding. Haig Club has always been about friends coming together and that’s what we wanted to reflect with the advert. It’s as simple as that.”
“This project had so many elements that I find appealing; it’s a film about good mates having an adventure and coming together for a celebration” added Ritchie who also makes a cameo within the advert. “It’s set in the Highlands of Scotland, one of the most beautiful places I’ve visited. David is a good friend and we had a lot of fun making this together.”
The film also features the track ‘Left Hand Free’ from Mercury Music Prize winners Alt-J. Left Hand Free, which also officially launches on 17th October, is a single from the band’s album This Is All Yours.
Creative Credits
Creative Agency: adam&eveDDB
Creative Director/Copywriter: Shay Reading
Creative Director/Art director: Frank Ginger
Executive Creative Directors: Ben Priest, Ben Tollet & Emer Stamp
Agency TV Producer: Pamie Wikstrom
Planner: Michael Hines
Account Director: James Rowe
Managing Director: Tammy Einav
Production Company: Independent/Reset
Producer: Adam Saward
Director: Guy Ritchie
Soundtrack name and composer: Left Hand Free, Alt-J (Newman/Unger-Hamilton/Green)
Music Supervisors: Leland Music
Editor: James Herbert / Angus Munro
Post Production: Nineteentwenty
VFX Supervisor: Ludo Fealy
Colorist: Paul Harrison @ Finish
Sound Engineer: Jack Sedgwick @ Wave
