Glenfiddich walks with the wounded in upcoming TV ads

Glenfiddich has signed up sports stars and explorers including Paralympian Dame Tanni-Grey Thompson and Sir Ranulph Fiennes for a series of upcoming primetime TV ads.

The Scotch brand will sponsor a documentary called Harry’s Mountain Heroes, which airs on August 27 and follows a team of wounded soldiers attempting to climb Mount Everest.

Glenfiddich ident ads will run in the breaks between the documentary, marking the culmination of the brand’s £2 million sponsorship of the Walking With The Wounded Everest 2012 expedition.

The show airs at 9pm on ITV1 and the ads were produced by ITN. They are themed around “pioneering spirit and success in the face of adversity”.

Walking With The Wounded is a charity that raises funds to train injured soldiers and support them on their return to civilian life.
The programme follows the team on their challenging journey from the expedition launch to training with Prince Harry and braving freezing temperatures and avalanches on their quest to scale Everest.

Annabelle Clarke, senior brand manager for Glenfiddich, said: “The unbelievable courage and determination shown by these courageous young men in the face of particularly treacherous conditions on Everest is truly inspirational.

“As a malt whisky brand which stands for pioneering spirit, we are immensely proud of our ongoing partnership with a charity whose work and ethos are a true embodiment of our own brand values.”

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