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William Grant & Sons has launched a global commercial for its Glenfiddich single malt Scotch whisky brand.

The 30-second ad, called 'Stag', is part of the wider 'Where Next' activation that William Grant said takes Glenfiddich in a new direction. The ad shows how in the wild, stags lose their antlers every year before growing back a new, stronger pair.

Financial details behind the activation were not disclosed.

According to William Grant, the message aligns with "an entrepreneurial target audience looking for opportunities for personal growth in an incredibly uncertain world".

"The idea is about challenging yourself," said Glenfiddich global brand director Claudia Falcone. "It's incredibly important not to rest on your achievements and to always look to what comes next, a way of thinking driven our brand's success. That's the idea behind this campaign – that a stag is proud and masterful but must embrace is own vulnerability with the annual loss of its antlers before it grows stronger still."

The campaign also includes social and digital presence as well as out-of-home and print advertising.


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