Creativity

Glenfiddich: Meet Brock Savage

William Grant & Sons and Merkley + Partners have added a new name to the hallowed ranks of suavely masculine marketing inventions: Brock Savage. The coolly bespectacled dude, who apparently hangs with Tony Blair, stars in the new U.S. ad campaign

Published on Nov 11, 2004

Editor's Pick

William Grant & Sons and Merkley + Partners have added a new name to the hallowed ranks of suavely masculine marketing inventions: Brock Savage. The coolly bespectacled dude, who apparently hangs with Tony Blair, stars in the new U.S. ad campaign for Glenfiddich, which is billed as the world's best-selling single malt. So why does the brand need Brock Savage? "There are 30-plus single malts sold in the U.S. with a name beginning with 'Glen,' " explains Mark Teasdale, William Grant & Sons SVP-marketing. "This campaign simplifies it all for consumers, especially those ordering Glenfiddich for the first time." Hence the "Make mine a 'fiddich" tag, which is couched in continental comedy, lest we take Brock a touch too seriously. Photographed in what the client calls "decidedly paparazzi realism," the name of the actor playing Savage is hush-hush, as is the character's age. "Let's just call him 'mature,' " suggests ACD Chuck Borghese. "We cast an older, experienced actor to portray Brock Savage. We wanted someone with an accessible, likable gravitas. The characterization conveys a sense of a life lived

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About

Credits

Date
Nov 11, 2004
Client:
Glenfiddich
Executive Creative Director:
Andy Hirsch
Executive Creative Director:
Randy Saitta
Art Director:
Mike MacNeill
Copywriter:
Chuck Borghese
Photographer:
Roxanne Lowit
Agency:
Merkley + Partners

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