Sir Sean Connery is the new face of Dewar`s whiskey - `Some age, others mature`

22-Jan-2004 • Actor News

Business Newswire have reported that John Dewar and Sons Ltd. today announced the launch of a new advertising campaign for its "Dewar`s Special Reserve 12 year Old Scotch" starring Sir Sean Connery.

The campaign highlights Dewar`s 12 in a number of limited international markets noting the natural tie between the brand and Connery, that "Some age, others mature."

The 45-second long television and cinema advertisement will aim to stir viewers in Lebanon, Greece, Mexico, Venezuela, Russia, Thailand, Puerto Rico, and the Dominican Republic.

"Dewar`s is thrilled to be associated with Sir Sean Connery," said Neil Boyd, Global Brand Director of John Dewar and Sons. "He maintains his independent character, has matured into one of the most highly-valued and admired men in the world and of course proudly touts his Scottish heritage."

The advertising campaign, which splices movie clips of the former 007 as a younger man with shots of him today, was developed by Barcelona-based agency Dayax.

Dewar`s 12, also a product of Scotland, is a limited edition, unique blend of 12-year-old single malt and grain whiskies. Only after 12 years and when deemed properly mature, the Master Blender blends the whiskies together and then adds an extra step known as "marrying", whereby he places the blended whiskies back into casks and back into the warehouse for a further period before bottling.

It is not the first time Connery has advertised whiskey.

In the early 1990s Connery advertised for Suntory in Japan (as well as Mazda cars).