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Harrison Ford Dons a Kilt for Glenmorangie
And more great work from Europe
If last week’s Eurovisions was defined by long strange trips, this week’s work from Europe is defined by the near-complete lack of a voyage, at least narratively. Advertising often excels at quickly implying a story, then letting vibes do the rest. It’s very Gen Z. We’ve decided to lean all the way in.
Harrison Ford plugs Glenmorangie in Scotland, flanked by the whisky brand’s actual distillery team. It’s titled “Once Upon a Time in Scotland … Harrison Ford Met Glenmorangie,” a storytelling convention that makes the subsequent chaos almost ironic, as the ad is structured like a behind-the-scenes take. The actor opts to do the spot, scoffs at the terms, then finds himself in a kilt anyway. We relate to his sigh of “nice” after sipping the good stuff following a long day chafing on a mountain. But the best part arrives at the end, watching him struggle with the kilt in ostensible privacy.
Desperados launches “The Beer With Latin Vibe” in a music video for “Guao Guao,” a song by Colombian artist Ovy on the Drums. Conceived by LePub Milan, the ad is mostly a canvas for the song. Its beat will be stuck in your head all day.
The work does a fine job of portraying the Desperados vibe, which in our minds is to Mike’s Hard Lemonade what Bratz is to Barbie: multiethnic, a little weird, more urban. (Ultimately though, you’re still talking about alcohol for people too young to know their taste is terrible.) It sets the stage for a global campaign, and it feels like a grand rebellion at a time when DEI programs are getting cut.
We wrap up with Goodfella’s “Gooooood” Created by TBWA\MCR for the Italian-American brand in the U.K. and Ireland, it’s arguably the least Italian pizza ad we’ve ever seen, though the cartoony voiceover tries to compensate. Honestly, it’s ridiculous. But what they’re hoping to do is create a U.K. 2025 version of Budweiser’s “Wassup.” We’ve wrangled with stranger ambitions. We’re living them right now.
Angela Natividad is the European markets editor at Muse by Clios. She also writes about gaming and fashion, and whatever else she’s interested in, really. She’s based in Paris and North Italy, so if you’re local, say hi. She might eat all your food.
