Smirnoff has unveiled the brand’s first global advertising campaign in over twenty-five years.

The “Infamous Since 1864” campaign is a homage to the colourful 155-year history of Smirnoff.

Directed by Rupert Sanders, known for his award-winning commercial work and feature films such as Snow White and the Huntsman and Ghost in the Shell, “Infamous Since 1864” is inspired by the unconventional and often unexpected path Smirnoff has chartered.

Developed in partnership with global creative agency 72andSunny, “Infamous Since 1864” debuts across Europe this week, followed by a global rollout across international markets, including: US, Canada, Brazil, Argentina and Kenya. The integrated marketing campaign will be supported with broadcast, OOH, digital, social and print advertising.

The campaign will run in Australia later this year.

Smirnoff global marketing director Neil Shah 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’.”

Creative Credits:

Agency: 72andSunny, NY

Director: Rupert Sanders

Production Company: MJZ

Editorial: Work, NYC

VFX: Blacksmith

Music: Woodwork

Mix/Sound Design: Wave, NYC