ABOUT

Mr. President has created the first major TV campaign for contemporary Blended
Scotch brand The Woodsman Whisky, owned by Scottish drinks company Whyte &
Mackay.

The idea for the campaign is to position The Woodsman Whisky as a drink that is ‘well
earned’ and celebrates the woodcraft at the heart of the product, matured using a mix
of freshly-built oak casks and ex-Bourbon barrels double-scorched for extra depth.
To bring this to life, Mr. President decided there was no better mascot for the brand
than the hardest-working wood chopper in the forest - the common beaver.
The ad follows a group of long-toothed beavers in their natural habitat as they roll their
sleeves up and get to work, chopping down trees, gnawing on bark, carrying planks
and hammering nails.

As beaver brows are mopped we see a bottle of The Woodsman Whisky being poured,
to celebrate what they’ve been beavering away on - a steaming, bubbling riverside hot
tub.

The beaver leader then raises a well-earned glass of The Woodsman Whisky as the
other beavers enjoy a rewarding soak in the bubbles.

The TV campaign was filmed in Govedartsi in Bulgaria. Instead of using CGI footage,
Mr. President opted to work with expert puppeteers to bring the beavers to life. The
animals were created by British model maker Jonathan Saville.

The TV campaign is supported by VOD, social and online.