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Haig Club aims to shatter whisky myths with new push

Published:  23 October, 2018

Diageo’s Haig Club aims to shatter whisky drinking myths in a new print ad campaign featuring David Beckham.

Building on last year’s ‘Make Your Own Rules’ TV commercial, the push will feature a series of three print ads, each with a tag line that challenges a common myth about Scotch.

The first creative, “Who says whisky is for quiet nights in?” pictures the former England footballer with a group of people in a small bar enjoying a lively night out, while the second – in which Beckham is shown creating a Haig Club cocktail - addresses the perception that whisky cannot be enjoyed with a mixer.

New York fashion photographer Cass Bird, who shot the campaign in London, captured the final ad of Beckham, poolside with a group of friends, to demonstrate how the drink can be enjoyed in a different setting.

A spokeswoman for Haig Club, of which Beckham is a partner, could not confirm when or in which titles the adverts would appear.

“One of my favourite things about Haig Club is how it dares to be different,” said Beckham, adding the aim of the new push was to encourage people to “enjoy Scotch the way they want to”.

Ronan Beirne, global brand director for Haig Club added: “Our philosophy on Haig Club has always been that our versatile delicious whisky is prefect for making your own rules on how, where & when to enjoy it. This campaign is a continuation of that belief.”