Tag Archives: The Balvenie


The Long and Short of Online Video

Marketers and advertisers have long debated whether short format video is better than long format and vice versa. Hell, there still seems to be some confusion on the benefits of online video in general. I’m not going to bore you with the stats for online video content, but they are incredibly impressive.

 At this stage of the game, if companies are not including online video marketing into their annual budgets, they are emphatically, unequivocally, and let me make myself absolutely clear on this… missing the f’ing boat. It’s like being late for a boat party where people have a great time, make great connections, the food is fantastic and the drinks are free and you’re left standing there on the dock.


If you knew the boat was stopping at another location to pick up other guests, would you high tail it over there? It’s not too late to get on board.

 Businesses have to understand the scope and reach that one video can have in this day and age. One video can be uploaded to multiple formats and social media outlets giving you a wide audience in which to be seen; all right at your finger tips, literally. And unlike television, there is no charge when broadcasting your video online.

 Big companies can supplement their television commercial campaigns with strategic online video. Smaller companies now have a chance to compete by incorporating online video into their marketing plans. Businesses now have a chance to become their own broadcaster via video hubs on their websites and become leaders, informing the public of their expertise, products or services. SEO loves it. People love it. And social networking sites are making it easier than ever for you to take advantage of it.

 We all love a good story. And we all have one to tell, including a business. Some “experts” say that a video should be no longer than 90 seconds long in order to keep a viewers attention. I believe creativity should never be tamed. If the story can be told in 90 seconds, so be it. All good. It still needs to engage, inform and/or entertain. And that goes double for long format video. Though TV still has a place and is no doubt an effective form of advertising, when it comes to the Web, we no longer need to limit ourselves to television’s 30 second spot rule. In fact, companies should go back in advertising history and take a lesson from it’s past. The single sponsor model, in particular.

 ‘In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one’s advertising agency actually writing the show.’


 A great example of the single sponsor model making a comeback for long format video is the online series Raw Craft, hosted by Anthony Bourdain.



Other than one well-placed product placement, 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 and engage the viewer without a hard sell.

 Determination, focus, persistence, dedication, conviction, perseverance, etc… are all words a company would like to have associated with their brand. This next creative video has all of these elements and more. A well placed banner in the gym, or simply a logo at the end of this film is all a company would need to include, in order to create a campaign behind any of the words that describe this fighter.


 The single sponsor model is where long format video can really get creative and fully engage an audience, while a company rides that message as it’s own. Consumers aren’t dumb though, a company can’t just propagandize a video throughout and expect a positive response. But, if a company sponsors the production and subtly incorporates their brand within an intriguing, entertaining, and memorable piece, then the long or short of it does not matter. At the end of the day it’s all about the message and bringing that message to life.

~Vital Media

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Anthony Bourdain Has No Reservations About Online Video

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.


Vital Media