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USA Raises Glass of Tanqueray

USA Network and the makers of Tanqueray London dry gin teamed up on the network’s first Character Uncovered vignette.

Tony Sinclair, spokesman for the Diageo brand, will “give viewers an opportunity to get to know him better as a distinct character with a detailed back story,” the two parties said in a prepared statement.

Two 30-second spots featuring Sinclair in an interview-type atmosphere will air on the network for 10 days in primetime and late-night dayparts beginning Monday.

“Tanqueray and Tony Sinclair is just one example of the new ways we're partnering with our advertisers, and we're pleased to work with them for our inaugural USA Character Uncovered sponsorship," USA senior vice president of marketing and brand strategy Chris McCumber said in a prepared statement. "Our character-centric brand gives us license to bring the characters of our partner's brands to life in a unique and organic ways.”

Diageo VP of marketing Jennifer Van Ness added, “Tony Sinclair is the perfect character to kick off this series of vignettes on USA. Tony’s personality is larger than life and slightly unconventional, but his refreshingly sharp personality is a great fit for television and perfect for USA Network. Additionally, the holidays are a great time of year for Tony to remind consumers to enjoy Tanqueray responsibly.”