The Story Lab is launching the first branded content work for whiskey brand Chivas: “Brotherhood,” a new 12-part reality web series airing on EsquireTV.com, starring Jason Sudeikis, Bryn Mooser, Jon Batiste, Brandon Boyd, Max Chow and Nick Fouquet.
“Brotherhood” carries an inspiring message: happiness and success isn’t a fancy car or expensive watch; it’s about getting to do what you love.
Chivas is a brand built around and for the “modern gentleman” – a man with style, generosity of spirit, honor, who cares about craftsmanship and embodies success. With a goal of bringing these brand qualities to life around engaging content, The Story Lab developed and produced a Chivas-branded series that follows a day in the life of these real-life modern gentlemen, how they are pursuing their passion and inspiring people to think bigger and do better.
The series was developed and produced entirely by The Story Lab’s Head of Development, Lisa Eisenpresser, who also secured star talent, worked with partner agency Vizeum U.S. to negotiate the distribution deal with the Esquire Network and Esquire magazine, and worked with partner agency Team Epic to bring the “Brotherhood” to life in Chivas’ 1801 events nationwide.
Unlike some branded content shows, “Brotherhood” is not about product placement – it’s about pure entertainment as told through the lens of talented, successful men. Chivas products are seamlessly integrated throughout, along with other brands that are natural parts of their lifestyles.
“Brotherhood” will run on EsquireTV.com through mid-December. As part of Esquire Network’s 360-degree offering for advertising partners, promos will air on the Esquire Network, EsquireTV.com, Esquire.com and Esquire Network's social media channels. A print advertorial will also run in the December issue of Esquire magazine.
Check out episodes of Brotherhood here: http://tv.esquire.com/videos/