Skyy Vodka and National Diversity Council places John Cena at centre of Independence Day ad

Skyy Vodka and National Diversity Council places John Cena at centre of Independence Day ad

A new campaign from Skyy Vodka that features WWE star and humanitarian John Cena promises to make a donation to the National Diversity Campaign (NDC) in favor of multicultural communities for every post of fireworks this Independence Day.

The Fourth of July calls for a celebration of the US’s independence via fireworks shows, as well slew of unsolicited, low-quality pictures of those fireworks. But, to keep those posts from being deleted in vain, Skyy is donating $5 for every one that is tagged #SKYYVodka to the National Diversity Council, for a total of up to $100,000.

The ad is a product of Skyy’s ‘Proudly American’ campaign, which also features celebrities like ‘Ru Paul’s Drag Race’ sensation Trixie Mattel and musician, TV personality and race equality activist Amara La Negra in efforts to promote progressive social change.

The initiative aligns with that of its nonprofit partner, NDC, whose goal is to introduce and enhance multicultural identities to workplaces through inclusion and understanding.

"Skyy's 'Proudly American' campaign pairs so perfectly with the messages we at the National Diversity Council work to promote," said Dennis Kennedy, founder and chair of NDC. "We're so pleased to be the benefiting partner of Skyy's ‘#SparkChange’ campaign that gives others a fun and easy opportunity to promote diversity within their social networks."

Cena added: “Embracing diversity is pretty much how I define American patriotism. It’s weaved into the very fabric of our nation and is something every American should be proud of. I’m honored to be a part of this fun, yet meaningful campaign, encouraging others to take an image that would otherwise be discarded and use it instead to support something as beautiful as a more diverse America.”

The ‘#SparkChange’ video, as well as other components of the ‘Proudly American’ campaign, is designed to build diversity and a sense of community across networks, digitally and face-to-face.

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