Haig Club Clubman have todayunveiled their first TV advertisement for the new Single Grain Scotch Whisky from the House of Haig, marking the official launch of the new brand variant.

The film entitled “Make your own rules” is a vibrant bold and edgy take on traditional Scotch whisky etiquette.

Featuring brand partner David Beckham, the advert playfully redefines and reimagines the stereotypical expectations of when, where and how people should enjoy whisky.

A narrative of conventional rules around drinking whisky is juxtaposed against striking visual montages of lively and stylish moments amongst friends that turn the old fashioned view of whisky on its head.

The energy, flair and free-spirited fun of the advert confidently defines Haig Club Clubman as a whisky where the normal rules don’t apply.

“Our first advert for Haig Club Clubman aims to disrupt people’s pre-conceived notions around whisky,” commented Ronan Beirne, Global Marketing Director for Haig Club."

He added: “With Haig Club Clubman, we are purposefully and assertively inviting consumers to make their own rules on how to enjoy this versatile Scotch whisky.

"This progressive approach aligns with our long term ambition to recruit new whisky drinkers by breaking down the barriers for entry, continuing to drive the vibrancy and relevancy of the category.”

Directed by Iconoclast’s critically acclaimed director Nima Nourizadeh, the film artfully delivers a contemporary, up-tempo and dynamic view showcasing Haig Club Clubman as a modern and stylish whisky for enjoying wherever, whenever.

Nima commented: “This film embraces a whisky that is reaching out to the next generation of whisky drinkers. It juxtaposes stuffy rules with fresh alternatives to capture the Haig Clubman spirit to socialise and celebrate with whisky your own way.”

Within the advert, brand partner David Beckham is pictured playing cards and watching films with friends on a rooftop against the London skyline and in a bar enjoying Haig Club Clubman with cola, the recommended serve.

Mr Beckham commented: “The advert for Haig Club Clubman feels really special as it’s different to what you would expect from a whisky, especially one with so much heritage behind it.

With Haig Club we have always aimed to shake things up, and it was fantastic working with Nima to bring our unique approach to life. With Clubman, we want to highlight that there is no right or wrong way to enjoy whisky, as long as you enjoy it, that’s all that matters.”

Haig Club invites people to drink responsibly with style and in moderation.