The Balvenie and agency Red Tettemer O’Connel + Partners are introducing the Scotch whiskey brand’s first national TV campaign to promote a web series that the brand has produced in partnership with chef Anthony Bourdain called "Raw Craft with Anthony Bourdain." The series is entering its third season.
The new 30-second Balvenie commercial airs Sundays on CNN, the same day that Bourdain's CNN show "Parts Unknown” airs. The spot will air for eight weeks this fall.
This strategy is designed to bring the web series to a wider audience beyond the YouTube channel that it plays on, says Greg Levine, brand director, The Balvenie. "Debuting the launch of season three with a national commercial brings 'Raw Craft' to a new audience, and we look forward to welcoming new fans to watch with us as we continue to celebrate these amazing makers and masters.”