In celebration of its 200th anniversary, The Macallan has launched a new campaign that bridges its storied past with its innovative future. Central to this celebration is a collaboration with renowned singer-songwriter Emeli Sandé, who has crafted a song and accompanying video that encapsulate the essence of the Macallan’s heritage.
‘Roots’ – A Musical Homage
The song, titled ‘Roots’, was co-written by Sandé and Ollie Green. It pays tribute to The Macallan’s enduring legacy. Sandé, whose upbringing in Aberdeenshire places her in close proximity to the Macallan Estate, drew on her personal connection to the region for inspiration.
Reflecting on her ties to the area, Sandé shared, “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.“
A Visual Journey
Complementing the song is a music film directed by Jérémie Rozan, featuring Scottish actor David Tennant. The film includes scenes of Sandé performing in the Macallan Distillery’s cellar, Cave Privée, and explores the brand’s past and future. Tennant portrays a Macallan employee across different eras, symbolizing the brand’s unwavering foundation through time.
The Creative Vision
Jaume Ferras, creative director for The Macallan, emphasized the campaign’s theme of continuity and evolution. “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. This is the ultimate way for us to artistically express our legacy across the globe.“
Campaign Reach
The ‘Roots’ campaign will be showcased across cinema and digital platforms, ensuring a wide audience can experience this blend of music and heritage.
By partnering with Emeli Sandé, The Macallan not only celebrates its bicentenary but also reinforces its commitment to honoring its past while looking confidently to the future.
