Bushmills’ pursuit of perfect waves and whiskey

Titled Pursuing Perfection Since 1608, this atmospheric TVC out of Havas Village Dublin, directed by Tom Green through Stink, makes a good case for pairing whiskey and wave riding, though not always at the same time. 

Bushmills, the oldest licensed distillery in the world, has drawn its water from the River Bush in County Antrim for over four hundred years and is deeply connected to the North Antrim coast, beside the Giants’ Causeway, an area with a thriving surf culture. 

The brand attributes its success partly to its roots in this rugged landscape, an area of outstanding beauty, the place where the spot's protagonist ‘Rory’ makes his homecoming to reconnect with friends and the sea. 

The director commented: "I wanted to bring a very strong sense of narrative but one which remained fully open to interpretation, that would hopefully create a bit more mystery for audiences. It felt like the story could have more cinematic scale that way.

“The dramatic black rocks and wild landscapes of the north coast felt like a character all of their own. I wanted the imagery to feel as elemental as the weather systems that the surfers endure; the surfers are tough there, the waves are big in the winter. It felt right to have the character work the land that is so synonymous with Bushmills. I was incredibly fortunate to be able to work with a film worthy cast in Rory Fleck Byrne and supporting actors, as well the real surfers of that coastline.”