Glenlivet's ‘The Importance of THE’ Reveals Why It's The World's Best Whisky

2AM Director Joe Roberts teamed up with Wieden & Kennedy Amsterdam to tell the story of why The Glenlivet is 'THE' definitive whiskey.

Joe was given access to The Glenlivet photo and video archive where they found all their archival footage.

“In the archive we saw how many times the story of The Glenlivet has been told through the ever changing production values of the 1970's / 1980's / 1990's. Seeing all these old films pushed us to tell the story of "The Glenlivet" into more unconventional storytelling territory" said Joe.

Shot over 10 days in the Spey region of Scotland between distilleries, forests and mountains Joe and his crew spent time in the elements throwing cameras into rivers and looking down bottles into fires to create this beautifully crafted piece of storytelling.