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The Macallan campaign looks to past and future

The Macallan has revealed a new campaign as it continues to celebrate its 200th-anniversary year. To mark the occasion, the distillery has collaborated with singer-songwriter Emeli Sandé for a song and video inspired by the brand’s past.
The song, ‘Roots’, written by Sandé with Ollie Green, celebrates the legacy of the Macallan. Sandé, who grew up in Aberdeenshire, not far from the Macallan Estate, used her connection to Scotland as inspiration. 
She commented: “This area of Scotland is my home, it will always be where I come back to and where I feel rooted. Roots means legacy. You have your roots and they spread so far around the surrounding ground… but at the end of the day, everything is coming from the same point.”
To complement the song, the Macallan has released a music film directed by Jérémie Rozan and starring Scottish actor David Tennant. The video, which includes clips of Sandé signing in the Macallan Distillery cellar Cave Privée, travels to the past and future of the brand. Tennant plays a Macallan employee in both times, to reflect how the brand’s foundations “remain steadfast” from its early days into the future. 
Jaume Ferras, creative director for the Macallan, commented: “At the Macallan, our roots run deep. We have distilled since 1824 at Easter Elchies where our distillery still thrives today. ‘Roots’ is the Macallan’s story of progression — it is about time and patience as we continuously travel from past to present and project forward to the future, and this is the ultimate way for us to artistically express our legacy across the globe.”
The campaign will run across cinema and digital locations. 

22 May 2024 - Lucy Schofield