Smirnoff: Smirnoff: Infamous since 1864 by 72andSunny

Agency: 72andSunny
Client: Smirnoff
Date: Oct 2019
Your Vote
Overall Rating
Opps, please vote again
42 votes

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.


Agency: 72andSunny, NY

Director: Rupert Sanders

Production Company: MJZ

Editorial: Work, NYC

VFX: Blacksmith

Music: Woodwork Music

Mix/Sound Design: Wave, NYC

Overall Rating
Overall Rating

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.