Nobody puts The Glenlivet in a corner...or a box

Rulebreaking has always been a part of The Glenlivet’s tradition. Starting off illegally (and then legally) distilling in Scotland, the brand has been a standard of the spirit, and this new spot by CPB London highlights the ways that both the company and their admirers reject the norm. 

The walls that separate each generation of whiskey drinkers literally crumble as the drink, held mostly by women, marches through the confines of traditions. Not a man’s drink, not better served neat, The Glenlivet remains the same throughout the ages, it’s just the style and presentation that make it different. With fun music, a bold voiceover, and people who literally don’t care what anyone has to say, Breaking Walls is a change from the classic whiskey ad. 

What is fascinating about this piece is that all these rooms and sets were constructed next to each other, side by side on a 70 meter set. The decades-shifting special effects are all practically done, with no CGI added at all. The walls really did fall down, and the camera takes are impressively clean. It’s slick and well-made, and that's really the strength of this focused and deliberate piece. There are no strings to trip over. 

This isn't the first time the whiskey brand has toyed with conventions within their advertising, having put whiskey cocktails into eco-friendly single-serve portions for The Glenlivet Capsule Collection. What’s next for whiskey? The Glenlivet says that it’s up to you.