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Maker’s Mark Bourbon, part of the Suntory Global Spirits portfolio, debuted a new multimillion-dollar global campaign over the weekend, aiming to combat tougher recent conditions in the whiskey market by highlighting the brand’s authenticity and history of making uncompromising decisions to boost quality. According to Impact Databank, Maker’s Mark is the largest American whiskey brand above $25 a bottle in the U.S. market, with volume slipping an estimated 3.5% to 2.2 million cases last year.

Shot by Swedish film director Marcus Söderlund and marking the first work for the brand by global creative agency Carmichael Lynch, Suntory says Maker’s “Perfectly Unreasonable” push “serves as a manifesto for a new generation of global Bourbon enthusiasts, illustrating that breakthrough accomplishments are born from challenging the status quo with vision and determination.” The first spot in the campaign centers on an intrepid younger whiskey drinker going to uncommon lengths to procure a perfect ice cube for his glass of Maker’s Mark.

Maker’s Mark managing director Rob Samuels told SND the campaign is an opportunity to introduce the next generation of consumers to the brand. “The values, the vision, and the authenticity that this brand represents, the perfectly unreasonable spirit that lives in every drop of Maker’s Mark resonates with people,” he said. “I’ve been in this current position for almost 15 years, and this is probably the most optimistic I’ve been about the brand’s future since I’ve been in this role.