Scottish actor Robert Carlyle has been signed up by Maxxium to provide voiceover for the first TV ads behind Whyte and Mackay for UK screens.
The Trainspotting and Full Monty star will narrate a series of sketches across several creatives encouraging consumers to avoid fashionable fads and whims. The ads, which start this week, will run throughout Scotland and northern and central England.
The advertising comes hot on the heels of the whisky brand's tie-up with Leeds United football club and marks the beginning of a concerted push to increase the spirit's popularity south of the Border.
Maxxium is ploughing £3m into the football sponsorship as it tries to take on Bell's.
Whyte and Mackay said the brand already had a reputation for innovative advertising in Scotland.