The Macallan, the renowned single Malt Scotch whisky brand, has collaborated with singer Emeli Sandé on a new campaign to highlight the brand’s 200 Years Young milestone. The campaign will launch with a new song composed by Sandé and Green inspired by the brand’s legacy and will feature in an exclusive music film starring actor David Tennant.
The poignant soundtrack “Roots” was made as a celebration of the brand’s legacy – its roots within nature; craftsmanship and community ethos through the history of two centuries past while also looking to the future. It is an evocative track, melodically and lyrically, which articulates how the roots of The Macallan transcend time.
Emeli Sandé is intrinsically connected with shared roots and a sense of belonging to the northeast of Scotland – home to The Macallan Estate in Speyside, Scotland – as she grew up in Aberdeenshire, and shares the brand’s deep affinity with nature and legacy.
The music film for “Roots” is directed by Jérémie Rozan, and showcases the spirit of time travel through past, present and future generations of The Macallan. The film opens with an intimate and raw performance of “Roots” by Sandé in the Cave Privée, an unique atmospheric cellar space in The Macallan Distillery. The film depicts two timeless characters moving through The Macallan’s past and future – with Scottish actor David Tennant playing both roles. The film showcases how the brand’s unwavering foundations have endured two centuries and will remain steadfast into the future – owing to the tranquillity of nature at The Macallan Estate and the meticulous standards of craftsmanship which have always and will continue to guide it.
Jaume Ferras, Creative Director, The Macallan commented: “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, and this is the ultimate way for us to artistically express our legacy across the globe.”
Singer Emeli Sandé commented about the campaign: “I loved that when working with The Macallan, they allowed us to go on our own creative journey. That freedom made us bring my best to the table. I grew up in Aberdeenshire, which is about an hour away from The Macallan Estate. 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. You have your trunk and that’s your journey through life –the branches can go here, there, but at the end of the day, everything is coming from the same point.”
For additional details, visit The Macallan newsroom at themacallan.com/en/newsroom.