By Kyle O'Brien, Creative Works Editor

June 2, 2017 | 4 min read

New Amsterdam Vodka, owned by E&J Gallo Winery, has released a new campaign, ‘Pour Your Soul Out’, championing those who put hard work and passion into whatever they do, whether pursuing their dreams or celebrating with an epic night out. The marketing campaign is one of the largest in Gallo’s 84-year history.

The campaign, created by agency of record David&Goliath, features an up-and-coming drummer as he gives it all to his art. Whether he’s practicing in his tiny apartment, performing at a local dive bar or in an empty subway station, he is constantly honing his craft to hopefully gain greatness. The 30-second commercial features drummer Omari Williams, an accomplished stickman who has toured with major artists and contributed to several albums. The campaign also includes a 78-second extended version of the commercial that will run online and on digital.

“A hard-working spirit flows through everything we do,” said Michael Sachs, director of marketing for New Amsterdam Spirits. “New Amsterdam Vodka has always been inspired by those who keep their heads down, hustle hard and do what they love. That’s been our approach to crafting our vodka from the start.”

The commercial debuted during the NBA Finals on June 1 and will continue to air throughout June during primetime editions of SportsCenter on ESPN. The campaign launch will include a strong digital presence, with a 24-hour YouTube masthead takeover to reach every single person 21 and over on YouTube, a national Snapchat filter and a homepage takeover on Spotify.

Pour Your Soul Out

"In developing this campaign, we were originally inspired by the expression ‘pour your heart out’, but we felt that ‘soul’ goes much deeper,” said David Angelo, founder and chairman of David&Goliath. “Pour Your Soul Out goes right into the essence of who you are and what you believe in. It was the perfect tagline for a brand that wanted to celebrate the hustlers, the dreamers and the doers. We sought to create a line that could cut through the clutter and resonate with people in a way they can feel it long before they can think about it.”

New Amsterdam Vodka stated in a release that this campaign launch is the next step in the evolution of New Amsterdam Vodka from a new vodka brand to a leader in the spirits industry. In addition to advertising and social pushes, Pour Your Soul Out will come to life through event sponsorships, a video partnership with Complex titled ‘Run the Underground’ publicity campaigns and social media.


Agency: David&Goliath

Founder & Chairman: David Angelo

Chief Creative Officer: Bobby Pearce

Creative Director/Art Director: John Davis

Creative Director/Writer: Greg Buri

Art Director: Geovanny Panchame

Writers: Devin Heatley, Christopher Santiaiti

Group Account Director: Melissa Spano

Account Executive: Allie Knill

Director of Broadcast Production: Paul Albanese

Executive Producer: Christopher Coleman

Director of Digital Production: Peter Basset

Executive Director of Business & Legal Affairs: Rodney Pizarro

Business Affairs Manager: Daniella Vargas

Project Manager: Mike Antonellis

Planner: Justine Basil

Production Company (Live Action): StrangeLove

Director: Pato Martinez

Executive Producer: Melinda Nugent

Producer: Leigh Scott

Production Company (Tabletop): The Artists Company

Director: Robert Bryant

Owner/Executive Producer: Sally Antonacchio

Producer: Sabrina Palladino

Production Supervisor: Patrick Scheufler

Editorial: Spinach Editorial

Editor: Isaac Chen

Assistant Editor: Connie Chuang

Managing Director: Adam Bright

Executive Producer: Jonathan Carpio

Producer: Patricia Gushikuma

Visual Effects: JAMM

VFX Supervisor: Mark Holden

Executive Producer: Asher Edwards

Producer: Ashley Greyson

Music: Human

Executive Producer: Jonathan Sanford

Creative Director: Craig DeLeon

Sound: 740 Sound

Executive Producer: Scott Ganary

Producer: Jeff Martin

Sound Design/Mix: Chris Pinkston

Photographer: GL Askew II

Assistant: Cris Ian Garcia

Production Coordinator: Israel Mijangos

Creative David&Goliath Creative Works

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