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Purity Vodka has enlisted Joel McHale, star of hit shows "Community" and "The Soup," to headline a humorous video series as part of the brand's newest "Crafted Spirits" campaign.
Dubbed "Crafted Spirits with Joel McHale," the series features the actor's journey to discover craftsmen who "do things a little differently, to create the ultimate statement of taste."
The first video in the series, "Crafted Spirits," is available today at PurityVodka.com; two additional videos will be released this year.
"We have a unique story in how we craft our vodka and create its award-winning taste," said President/CEO Andy Glaser. "We can share this in a big and edgy way through the comedic storytelling of Joel McHale, while remaining authentic to our brand's story of obsessive craftsmanship."
The campaign, which will be featured primarily on digital and social media, was created with the New York-based brand's marketing agency, IMG.