By Audrey Kemp | Junior Reporter

April 26, 2023 | 3 min read

New White Claw ads name the actor known for playing Leon in HBO’s Curb Your Enthusiasm as White Claw Premium Vodka’s ‘smooove ambassador.’

Popular hard seltzer brand White Claw is making a ‘smooove’ entrance into the spirits category with a high-energy ad campaign for its newly launched White Claw Premium Vodka, starring actor JB Smoove.

The campaign, titled ‘Smooove Thoughts,’ launches today. It represents the first-ever ad campaign for the brand's new line of vodkas and vodka-infused products, which launched last month. The product roster includes White Claw Premium Vodka, White Claw Flavored Vodka – which comes in the brand’s signature mango, black cherry and pineapple flavors – and a canned White Claw Vodka + Soda line available in pineapple, peach, wild cherry and watermelon flavors.

In the first spot ‘Smooove by Law,‘ JB dons a judge costume and expresses his shock that vodka had to be “tasteless” by law until May 2020. He then discards his stuffy robe to reveal a sleek white suit to usher in a new era for American vodka, with White Claw taking center stage.

Meanwhile, in ‘Smooove Wave,’ JB shares his thoughts on White Claw Premium Vodka’s novel filtration process that reportedly uses pressure equivalent to three 30-foot waves. To better wrap his mind around the scale of these waves, he uses a scissor lift.

In the campaign‘s two other spots, ‘Rocket Science’ and ‘Smooove Sundown,‘ JB highlights the new White Claw Vodka + Soda.

White Claw Premium Vodka‘s brand campaign and design were executed by global advertising agency VCCP NY. Content is running across digital, point-of-sale, influencer and social channels. The campaign also includes a range of out-of-home placements in New York, Chicago and Los Angeles.

For more, sign up for The Drum’s US daily newsletter here.

Creative Brand Strategy Creative Works

More from Creative

View all