Global campaign charts the history of Smirnoff

Diageo has launched the first global ad campaign for Smirnoff in over 25 years.

It charts the history of the vodka brand under the banner Infamous Since 1864.

The campaign is anchored by a commercial shot by Rupert Sanders, director of feature films including Snow White & the Huntsman and Ghost in the Shell.

It tells the story of the brand’s Russian roots, its subsequent popularity across Europe and its role at the forefront of the cocktail revolution in the US in the 1950s.

The campaign will also include broadcast, out-of-home, digital, social and print advertising.

It is being launched in Europe this week and will then roll out to international markets including the US, Canada, Brazil, Argentina and Kenya.

Global marketing director Neil Shah said: 
“This will be the first truly global campaign on the brand in more than 25 years and will launch with significant media investment.

“It’s been a privilege to work with renowned director Rupert Sanders, who shared our bold ambition for this campaign.”