The campaign will launch on national radio in September and is the first time that William Grant has used radio advertising in the UK.
The ads for the four new Cask Reserve Scotch whiskies, part of the First Drinks Brands portfolio, will feature a French character, Brigitte. In the ads, she gives an unexpected take on everyday subjects, in executions such as "this shipping forecast", "the dictionary" and "financial small print".
The campaign was created by Ivor Jones and Gary Woodward, and produced by Eardrum. It runs for eight weeks, to make the most of the pre-Christmas period, and will run on stations including Jazz FM and News Direct.
William Grant Cask Reserve whiskies are made by finishing the whisky in a barrel that was previously used to mature some other kind of alcohol, such as Oloroso sherry for the Sherry Cask Reserve and Edinburgh Strong Ale for the Ale Cask Reserve.
Luke White, creative director at McCann-Erickson, said: "The new campaign for Grants injects more than a wee dram of humour and sensuality into the whisky category."
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