Whisky brand, The Famous Grouse, has unveiled a global ad campaign, ‘Full of Character’, with a new TV ad premiering during ITV's coverage of the Rugby World Cup semi-final between England and South Africa on Saturday 21 October, and again during the Rugby World Cup final on Saturday 28 October.

The campaign will roll out across 30 countries in November and December, including the brand's key markets of the UK, Europe, North America and Asia-Pacific. The campaign seeks to introduce The Famous Grouse to the next generation of whisky consumers as the alcoholic drink for any social occasion, while also educating them on the accessibility and mixability of the liquid.

It will feature Gilbert, the iconic Famous Grouse, preparing to host a dinner party for family and friends. A distinctive part of the brand for over 100 years, this is the first TV creative to ever show the Famous Grouse in an at-home setting, following his adventures on curling stones and on top of a cliff.

Following the Rugby World Cup final, the Full of Character campaign will roll-out globally, across TV and BVOD (Broadcaster Video on Demand) in selected markets, in addition to a global digital and social campaign. Various cuts of the ad will feature on YouTube, within content relevant to the brand’s target audience.

The Full of Character creative will also feature in-store and be available for on-trade outlets as part of a global refresh of brand assets. Point of Sale (POS) displays will hero the new campaign to maximise impact during a critical trading period. 

The Famous Grouse partnered with leading storytellers in the field of character animation for the  campaign. Creative agency, Leith, collaborated with Nexus, a BAFTA-winning Grammy and Academy Award-nominated studio, to produce the ad, while Paloma Baeza, who has previously won an Emmy for Best Character Animation, directed.

"Since its inception in 1896, The Famous Grouse, with its depth of flavour, light-hearted personality and ability to ignite storytelling have always been unmistakably Full of Character,” said Joakim Leijon, Global Brand Director for The Famous Grouse. “We are therefore delighted to launch our new global campaign, and hope it captures the hearts of our existing customers, whilst spotlighting the mixability of the liquid for the first time to encourage a new audience to try it.”