Glenfiddich has revealed a new campaign starring Michelle Dockery. The award-winning actress “features as a woman confident in her stride, full of power and poise, captured in striking still images.” Vogue photographer and activist Misan Harriman snapped the photos at Lyaness in London.
Famed for her diverse roles, from Lady Mary in Downton Abbey to Rosalind Pearson in The Gentlemen, Glenfiddich and Harriman, reimagin Whisky imagery through a contemporary lens, with Michelle at the forefront.
“A gifted actress, singer and champion of female empowerment, Michelle’s diverse body of work and life experiences embody Glenfiddich’s maverick spirit,” said the Speyside distillery in a release. “Having forged her own path, Michelle personifies Glenfiddich’s history of challenging itself to break new ground, by continuing to ask where next? This is the ethos that continues to drives its reputation as the world’s most awarded Single Malt Scotch Whisky.”
Captured in a bright and natural environment, the vision of the shoot was to progress the perception of Whisky to new audiences, breaking the mould to encourage greater gender inclusivity in the industry. Each facet of the creative was chosen to reflect a modern woman making her own choices, with femininity reflected in styling of soft fabrics and relaxed tailoring.
“I am thrilled to be a part of Glenfiddich’s new campaign which celebrates mavericks,” said Dockery. “That’s what drove me to be a part of this latest campaign. The shoot is authentic, it reflects a modern woman making her own choices: being both feminine and strong, while enjoying whisky.”
“Michelle Dockery is a change maker in her own right,” noted Maria Ropero-Ortiz, Senior Brand Manager, Glenfiddich. “She perfectly embodies the distinctive, inclusive and confident nature of Glenfiddich. “With her resilience and enduring spirit, Michelle shows that self-assurance and quiet confidence speak volumes. She is a powerful representation of our brand, inspiring greater conversations and considerations of women in whisky.”
The campaign features Glenfiddich Grand Cru 23 Year Old, a rich and indulgent single-malt Scotch Whisky which enjoys long maturation in American and European oak casks before finishing in rare French cuvée wine casks.
This project is part of Glenfiddich’s Where Next campaign, which communicates the uncertain and challenging journey of growth.
Glenfiddich Grand Cru is available for purchase online for $290 via ReserveBar.