Just try to turn away.
Courtesy of My Tales of Whisky Official
By John Kell
December 3, 2015

Actor Nick Offerman, of Parks and Recreation fame, has an important but silent message for the holidays: Sitting by the fire while sipping Lagavulin can make for a soothing 45 minutes.

In a minimalistic ad commissioned by Lagavulin Scotch whisky maker Diageo, Offerman silently sips whisky in front of a fireplace for a full three quarters of an hour. He barely moves, only blinking occasionally and taking the occasional nip.

Offerman’s connection to Lagavulin is a gimme for fans of NBC’s Parks and Recreation. On the sitcom, he plays Ron Swanson, a reluctant libertarian government employee of fictional Pawnee, Indiana, and a quintessential “man’s man.” Scotch is one of Swanson’s great loves: He calls it “nectar of the gods” in this clip.

Here at Fortune, beyond enjoying the humor in the ad, it is important to give some context to the broader business strategy at play here. The ad is part of a web series called “My Tales of Whisky,” and Offerman’s presence is the latest in a string of strong male figures who have been depicted in alcohol beverage ads over the years. He joins hits like Dos Equis’ “The Most Interesting Man in the World” and Miller Lite’s iconic “Tastes Great, Less Filing” ads featuring numerous sports stars.

But back to the video. Just watch.

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