This film adds a new chapter to the ‘Original By Tradition’ story. A story that not only shows The Glenlivet as the original creator of the Speyside Flavour but the difficulties an original has to face to stay original. This ambitious film is told on top of a giant fully working treadmill and shot all in camera. Our protagonist’s journey begins at the inception of his creation and as the treadmill fires up our unwitting hero navigates the trials an Original has to face: the naysayers, the conventions and the imitators. Because if you stand still you will literally perish.

Our second instalment for The Glenlivet - Pernod Ricard’s flagship single malt Scotch whisky - continues the development of the brand platform ‘Original By Tradition’ and looks to break category conventions and change perceptions of the single malt category to recruit a new generation of drinkers.

The first instalment was tailored to ‘established' markets that knew the brand, with a focus on attitude and mindset; Less tradition and more originality. This latest in the series ‘Against the tide’ was tailored to ‘emerging' markets that needed to know a little but more about its ’tradition’ with a focus on provenance, product and taste at its centre. This flex is a real virtue of a creative platform that can flex across the different needs for global markets.