The campaign was photographed by award-winning fashion photographer Glen Luchford, who set out to bring “an engaging, contemporary aesthetic” to the ads and “reflect Haig Club’s stylish take on Scotch” in the images.
In the main image, Beckham is holding a Haig Club Clubman mixed with cola, and is depicted sharing a moment with friends against the Miami skyline at dusk.
Ronan Beirne, global marketing director for Haig Club, said: “These adverts aim to disrupt the status quo of the perceived places and occasions people choose to enjoy Scotch and spotlight our latest variant as a brand rooted in style and sociability. This unique approach is how we will continue to drive the vibrancy and momentum of the Scotch category.”
Beckham said: “Working with Glen to bring our vision for Haig Club Clubman to life was fantastic. We are excited to continue the legacy of the House of Haig and introduce this amazing new whisky to the world.”
The advertisements developed by Adam & Eve/DDB, will begin to roll out in September 2016. Haig Club Clubman is currently available in UK stores at the RRP of £25 for a 700ml bottle.