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Highland Distillers is running a TV and radio campaign to promote its new £2.5m visitor attraction centre, 'The Famous Grouse Experience'. Located in a distillery in Crieff, the highlight of the centre is a walk-in audio-visual room that uses special effects. Advertisements, through Abbott Mead Vickers BBDO, break on June 13 and introduce an animated grouse icon, created by Framestore, while retaining the traditional minimalist style of the brand. The ads show the grouse walking through a white background until he comes across a door labelled 'The Famous Grouse Experience' and disappears behind it. After a series of mysterious sound effects, a ruffled grouse re-emerges. Media is by PHD.