If you haven’t done a global campaign in 25 years, there’s a lot of pressure to make the first one great. 72andSunny has risen to the challenge Smirnoff has given it. Yes, it’s a history film and there are plenty of those in the world, but this one is different. Firstly, it feels like a spy drama. Second, it positions Smirnoff as very, very naughty. Already, the brand holds its young audience in its hands. It’s also set to edgy music, El Michels Affair’s cover of hip-hop track, Shimmy Shimmy Ya.
The 60-second film, Infamous since 1864, was directed by Rupert Sanders, who also directed Snow White and the Huntsman and Ghost in the Shell.
Neil Shah, global marketing director, Smirnoff, commented, “We’re delighted to share the far from ordinary story of Smirnoff and what it took to become the world’s no.1 vodka brand.”
The film is running on broadcast TV. The full campaign is running at heavy weight in North America, Europe, Latin America and Africa, and includes out-of-home, digital, social and print advertising.
Agency: 72andSunny New York
Director: Rupert Sanders
Production Company: MJZ
Editing: Work NYC
Music: Woodwork Music
Mix & Sound Design: Wave NYC