Anthony Bourdain was posthumously honored in a touching Balvenie Scotch commercial that elicited an emotional response from fans during the 2018 Emmys.
Before he tragically died earlier this year, the renowned chef, television host and author starred in Raw Craft, a 14-episode web series created by the historic Scotch brand that celebrates various craftspeople across America.
"If you feel in your heart, if you know, if you have reason to believe that you could be awesome at something—that you can do something unique that will shock and astound and terrify and bewitch people—do that," Bourdain says.
"And so you did," a response message reads. "We're proud to have shared the journey."
While some felt that the somber 30-second ad was in poor taste, others admitted that it brought them to tears.
The last trailer for the final season of Parts Unknown was also released yesterday. CNN's W. Kamau Bell reflects on what it was like following the award-winning travel show's legendary host through Kenya.
“Tony has made some of the best television in the history of television," the United Shades of America host says in an interview filmed after Bourdain's death.
"It was the most compelling, smartest...I really felt like a passenger and just wanted to be present for it and I didn’t want to suck, because that was my overwhelming feeling, like ‘Don’t screw up his show.'”
“Anyone who had dreams of traveling with Tony, it’s exactly as cool as you think it is,” he added.
The Kenya episode will be the first of season 12 and the only one completed with Bourdain's signature narration.
"As soon as the camera turns off, and the crew will be sitting around, we'll be having a cocktail, I fucking pinch myself." Bourdain tells Bell in a behind-the-scenes moment. "I cannot fucking believe I get to do this."
A final statement from Bell concludes the trailer.
"I feel a tremendous responsibility to learn the lessons that I learned when I was with him, to deepen the work that I'm doing, and to prove him right to want me to be on an episode of Parts Unknown."
The final season of Parts Unknown premieres Sunday, September 23 at 9 p.m. EST.