Smirnoff: Smirnoff: Infamous since 1864 by 72andSunny

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, making its way across Europe and being at the forefront of the cocktail revolution 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 [a re-arrangement by Woodwork Music of El Michel Affair’s cover of Shimmy Ya]."

It will be supported with broadcast, OOH, digital, social and print advertising.