“Surprisingly Smooth” is aimed at building brand awareness and sales in the lead up to the festive trading period.
The campaign highlights Whyte & Mackay's triple maturation which results in a smoother taste. Created by advertising agency BJL, the creative advert sees a lion brought to life as a fashionable gentleman enjoying a dram of Whyte & Mackay.
The still was put together by renowned animal photographer and digitial artist Tim Flach, best known for his portraits of animals.
The campaign is the result of a six-figure investment by the brand and it will appear in still and animated formats nationwide, static advertisements, and a specially-composed cinemagraph until the end of 2015 with plans to roll out further advertising in 2016
Steven Pearson, Global Marketing Director of Whyte & Mackay, said: "In April we launched a new visual identity for Whyte & Mackay which brought to the fore our unique Triple Maturation process which we believe gives our whisky a smoother richer taste.
"We are pleased to now be revealing our new Surprisingly Smooth creative which promotes the brand’s unique selling point in a considered yet surprising way."
