Suntory Global Spirits has partnered with actor Willem Dafoe for a new global ad campaign promoting Laphroaig single malt Scotch whisky. The campaign, an extension of the brand’s 2024 effort “Unphorgettable,” will run globally, leading with a short film featuring Dafoe, and including further elements launching later this year and beyond, covering out-of-home advertising, print ads, and in-store material in key markets including the U.S., U.K., Germany, and global travel retail, among others. “Willem himself is a bold, curious, very distinctive actor who we were kind of describing as impossible to define, and that’s much like Laphroaig,” Chris Richardson, managing director of Scotch and Irish at Suntory, told SND. Laphroaig, at 52,000 cases, ranks seventh in volume terms among all single malt Scotch brands in the U.S. The Islay malt earned Whisky of the Year honors from Whisky Advocate last year for its Elements 2.0 expression.