The Drum Awards Festival - Official Deadline

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By Natalie Mortimer, N/A

March 18, 2016 | 2 min read

Smirnoff has today (18 March) launched the latest chapter of its current 'We're Open' ad campaign, which stars a deaf dance teacher who teaches other deaf dancers that there are other ways to enjoy music beyond just hearing it.

The £4m campaign, which first launched last May, centres on the idea of inclusivity and the latest iteration will see the push hit TV screens for the first time on 21 March in a 40-second long advert featuring dance teacher Chris Fonseca.

Using a documentary style approach, the advert profiles Fonseca and his class of deaf dancers, showing how the group can feel the beat on the dancefloor, just like everyone else.

The film will be pre-seeded over social media from today while out of home creative will run across Great Britain from 28 March for two weeks.

Julie Bramham, Smirnoff marketing director, said: “We are privileged to work with someone as inspiring as Chris and are delighted to be able to help celebrate and share his story at scale through our ‘We’re Open’ campaign. The campaign will run across a number of culturally relevant, innovative channels, and we’re excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive.”

According to Neilsen's latest figures Smirnoff has a 37.6 per cent share of vodka in the GB off-trade vodka category.

Diageo Smirnoff

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