Comedian Joel McHale fronts Purity campaign

Artisan Swedish vodka brand Purity has signed US comedian Joel McHale to front its biggest marketing campaign to date.

Joel McHale steals a US$500k truck in the first episode of the Crafted Spirits series

The Community and The Soup star will front Purity’s Crafted Spirits campaign, a digital-focused project highlighting the world of obsessive craftsmanship in a series of comedic, documentary-style videos.

Titled Crafted Spirits with Joel McHale, the series follows McHale’s journey to discover alternative craftsmen.

McHale said: “For the Crafted Spirits series, I play a lightly fictionalised version of myself. For example, this ‘Joel McHale’ is slightly taller than I am, thanks to trick photography.  He also has some free time on his hands which is very different from the real me. So I hit the road to discover the finer things in life, and – here’s the best part – score some free stuff.”

The first video in the series, which show McHale stealing a US$500k truck from Icon, a custom car builder in San Fernando Valley, is available to watch at www.PurityVodka.com, while the next two will be released later in the year.

Andy Glaser, president and CEO of Purity Vodka, said: “Crafted Spirits is a natural progression in our communication strategy for an artisanal brand like Purity. We have a unique story in how we craft our vodka and create its award-winning taste.

“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 video series has been executive produced by Anthony and Joe Russo, directors of Captain America 2: Winter Soldier.