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Harrison Ford brings Hollywood charm to Glenmorangie whisky

Harrison Ford for Glenmorangie, UK

Scotland – Scotch whisky distillery Glenmorangie has unveiled actor Harrison Ford as its new global ambassador. The Once Upon a Time in Scotland campaign, directed by actor-film-maker Joel Edgerton, takes an offbeat, behind-the-scenes look at Ford’s journey through the Highlands.

Filmed at Glenmorangie’s distillery in Tain in the 19th-century Ardross Castle over three days in summer 2024, the series captures Ford embracing Scottish traditions such as mastering kilt etiquette, tackling local pronunciation and sharing a dram with distillery workers. The first six episodes of the campaign are available to view now.

‘It’s a tribute to Glenmorangie’s sensibilities that they let us be less than totally serious. I think what Joel has produced has a certain charm to it because it’s unpretentious and just amusing,’ said Ford.

Glenmorangie’s light-hearted campaign is the latest effort to refresh the whisky industry for a new generation without losing its existing market. Head to Five Brands Rejuvenating Whisky to discover other disruptors challenging the sector’s heritage with unconventional branding and marketing.

Strategic opportunity

How can your brand go beyond short-form social media content to create rich, cinematic storytelling? Consider producing episodic series or documentary-style campaigns that immerse audiences in your brand world, fostering deeper emotional connections and lasting cultural relevance

The Ordinary’s new platform shatters skincare myths

UK – The Ordinary is dispelling skincare myths with its new platform, TheTruthShouldBeOrdinary.com.

The microsite provides free access to scientific research that challenges long-standing skincare myths, offering white papers on topics such as animal testing, sunscreen’s environmental impact and parabens.

‘The Ordinary exists to provide truths,’ the brand said in a press release. ‘The truth is that breakthrough innovations can be accessible, and pricing should be determined by cost.’

With this campaign, The Ordinary continues to challenge the norms of the skincare industry, promoting a more open and progressive dialogue.

The platform aligns with our Accredited Advice report, highlighting the industry’s shift towards research-driven, expert-backed formulas communicated through accessible, consumer-friendly channels to enhance transparency and trust.

The Truth Should Be Ordinary by The Ordinary, UK

Strategic opportunity

To meet consumer demand for transparent, science-backed products, businesses should prioritise evidence-based communication. Build credibility by sharing scientific research, ingredient sourcing details, efficacy statistics and expert authentication

Stat: Super Bowl smashes viewership records

Photography by Karolina Grabowska

US – Fox’s broadcast of the 2025 Super Bowl LIX drew a record-breaking 126m viewers across platforms, cementing its place as the most-watched Super Bowl in history. Viewership increased by 2%, from 123m in 2024, peaking at 135.7m during the second quarter as the Philadelphia Eagles dominated the Kansas City Chiefs.

Streaming played a pivotal role in the record-breaking viewership numbers, with 13.6m fans watching via Fox’s Tubi. Kendrick Lamar and SZA’s half-time performance – fuelled by speculation over Lamar’s ongoing feud with Drake – added to the game’s cultural prominence.

In Streaming’s Next Frontier, we unpacked the unstoppable rise of live sports streaming. From lucrative streaming deals to multi-platform viewing experiences – watching on tv and following on social media simultaneously – streaming is driving sports audience growth, engagement and fandom to the next level.

Strategic opportunity

As sports become more culturally ingrained than ever, how can you build interactive digital experiences – live chats, predictive gaming or influencer-led commentary – that deepen fan engagement and create brand touchpoints beyond the main broadcast?