Video Scotch whisky brand Ballantine’s is promoting a new low-alcohol variant of the tipple in literal fashion with ‘Half the alcohol, all the character’. Ballantine’s Light is just 20% alcohol by volume, half the levels found in the full-blooded Ballantine’s – a fact conveyed using a unique split-screen filming technique for a new TV campaign. No half measures Taking the half messaging and running with it, Crispin Porter Bogusky London has taken the concept to heart by filming ‘half an ad’, with the unfilmed void serving as a black hole for unsuspecting actors to fall into. Broadcast in Spain, the campaign includes three playful spots which show that even with reduced screen real estate you don’t have to do anything by halves.