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Last Updated: Wednesday, 21 January, 2004, 10:13 GMT
Connery in first Scotch promotion
Suntory time
Sir Sean in a previous ad for Japanese whisky Suntory
Sir Sean Connery is for the first time to promote a Scottish whisky.

The former James Bond star, who has previously starred in advertisements for Japanese whisky Suntory, has agreed to help sell Dewar's 12 Special Reserve.

Owned by the drinks giant Bacardi, it is a blended whisky rather than the more prestigious single malt.

Connery's advertisements, based around the phrase "some age, others mature", will be shown in eight countries, but not in the UK or the US.

Instead the 45-second long television and cinema advertisement will aim to stir viewers in Lebanon, Greece, Mexico, Venezuela, Russia, Thailand, Puerto Rico, and the Dominican Republic.

He maintains his independent character (and) has matured into one of the most highly-valued and admired men in the world
Dewar's on Sir Sean Connery
It will be shown in English with subtitles.

"Dewar's is thrilled to be associated with Sir Sean Connery," said Neil Boyd, global brand director of John Dewar and Sons.

"He maintains his independent character, has matured into one of the most highly-valued and admired men in the world, and of course proudly touts his Scottish heritage," added Mr Boyd.

The advertising campaign, which splices movie clips of the former 007 as a younger man with shots of him today, was developed by Barcelona-based agency Dayax.

Sir Sean, a high profile supporter of the Scottish National Party, has a home in Malaga on the Spanish coast.

His advertisements for Suntory in the early 1990s drew criticism from some Labour MPs, who accused him of hypocrisy.

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