The TV host with the most… air miles, has made a surprising move to online video advertising. Anthony Bourdain, an American chef and TV personality, is widely known for his New York Times bestselling non-fiction book Kitchen Confidential: Adventures in the Culinary Underbelly.
This led to a number of popular ‘foodie’ television series’ including No Reservations, The Layover and most recently, CNN’s Parts Unknown. Bourdain is known as a culinary bad boy, someone who does not refrain from using profanity and sexual references when on camera, a persona that swaggers, while rock’n the shit out of his own drum. But now this rock star chef wants to be a sell out and endorse a product? For shame!
Hold your horsemeat! Bourdain isn’t stooping to the level of a Guy Fieri. He’s not putting his face on everything from salsa to cookware. Eeesh. I shutter every time I see Guy putting his sausage fingers into a dish that someone is still preparing, and then sucks on them with orgasmic pleasure. But I digress. Bourdain is still keeping his cool roots intact by endorsing Scotch, The Balvenie to be exact. And he’s doing it in the same laid-back style as his TV series’, where he travels the US showcasing artisans working at their craft.
Check out the first video in the series, where Bourdain meets up with two metalworkers in Syracuse, New York and is shown what goes into creating cast-iron skillets by hand.
Other than a few well-placed product placements, the message behind the Raw Craft series is not focusing on the product at all, but on craftsmanship itself. Craftsmanship is definitely associated in the creation of a good Scotch and this series is a fantastic way for The Balvenie to promote their brand without a hard sell. Viewers will appreciate the entertainment and creative value these videos have to offer, while learning something new along the way. They are a great example of how a company can produce long version online content that keeps a viewers interest, while subtly promoting their brand. No doubt, having a huge television personality like Anthony Bourdain as the designated driver is a major bonus, to say the least.