Villains Drink Whiskey, Too

Who’s Cashin’ a Cheque? Titus Welliver.

How Dependent Is The Ad On His Celebrity? Somewhat; viewers probably won't know his name, but they will recognize his face from the times it played evil villains in a variety of TV guest spots.

On a Scale of 1 to 10, How Glamorous Is The Product He’s Promoting? If it was 8.5 when Christina Hendricks endorsed Johnnie Walker, let's call this a 7. Apparently, this is the kind of Jack Daniel's you get if you like to hold court in dank alleyways.

How Can We Humorously Connect This Spot To His Best Known Role? "He probably didn't drink as much liquor when he was manifesting himself as a smoke monster around that crazy island."

Is This A Cheque Worth Cashin’? This kind of liquor is a luxury product -- or is, at least, being positioned as one, given the faux-profound pitch. So since Welliver can maintain his cool even if this whiskey is mostly drunk by suburban chiropractors in their "man caves," it's probably worth it.