Smirnoff has rolled out its first global campaign in over two decades to pay tribute to its 155-year history.
At the heart of the ‘Infamous Since 1864’ marketing push is a 60-second ad directed by Rupert Sanders, behind films like Snow White and the Huntsman and Ghost in the Shell.
It tells the story of Smirnoff’s roots in Russia to being resurrected in France, before making its way across Europe to its role in the cocktail revolution that took place in the US in the 1950s.
Neil Shah, global marketing director, Smirnoff, said: “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. This will be the first truly global campaign on the brand in more than 25 years and will launch with significant media investment in markets, including North America, Europe, Latin America and Africa.
“It’s been a privilege to work with renowned director Rupert Sanders, who shared our bold ambition for this campaign, and we are thrilled to soundtrack the film with an original composition of El Michels Affair’s cover of the iconic hip hop track ‘Shimmy Shimmy Ya’.”
The concept was developed by global creative agency 72andSunny and will roll out across Europe this week. This will be followed by a global roll-out across international markets that include the US, Canada, Brazil, Argentina and Kenya.
It will be supported with broadcast, OOH, digital, social and print advertising.