Creative Works Social Media Diageo

Smirnoff & NSYNC star Lance Bass combat the ‘holiday breakup curse’ with playful PSA


By Kendra Barnett, Associate Editor

December 11, 2023 | 8 min read

The Diageo brand promotes its seasonal Red, White & Merry vodka in a new social-first ad starring ’NSync singer Lance Bass and husband Michael Turchin.

Lance Bass and his husband Michael Turchin in front of three Christmas trees

Lance Bass and husband Michael Turchin battle the holiday breakup blues in a new Smirnoff ad / Smirnoff

December 11, according to data analyzed from Facebook messages, sees more breakups than any other day of the year. Diageo-owned Smirnoff, however, is trying to keep couples together with a new collaboration with ’NSync star Lance Bass and his husband Michael Turchin.

The pop star, who crooned classic holiday tunes on ’NSync’s 1998 Home for Christmas album, today took to social media with a special PSA – or Public Smirnoff Announcement.

“The holidays can be, well, tricky for couples,” says Bass, who, alongside Turchin, poses in an armchair in front of a trio of colorful Christmas trees. Despite December 11 proving statistically challenging for couples, he adds, “There is hope – because Smirnoff Red, White & Merry doesn’t want the stress of the holidays to ruin your relationship.”

Turchin then chimes in, adding that Smirnoff Red, White & Merry, a special holiday vodka with hints of orange, cranberry and ginger, is all about saying, “Bye, bye, bye” – a cheeky nod to a classic ’NSync bop – “to the holiday breakup curse.”

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“It was brought to our attention that December 11 is the busiest breakup day of the year,” said Jennifer Holiday Hudson, trademark marketing leader and vodka director of Smirnoff. “In true Smirnoff form, we decided to give this day a positive Smirnoff spin with a first-ever PSA (Public Smirnoff Announcement) featuring our new, limited-time offering Red, White & Merry and superstar talent partner Lance Bass – to reverse the ‘curse’ and replace it with love and joy.”

Bass and Smirnoff are encouraging fan participation with the new ad, asking users to chip in on social media with stories of how they’re keeping love alive during the holiday bustle.

“As a brand all about flavor, boldness and bringing people together for good times, we would be remiss to not head into the holiday season with some cheer and sparkle,” said Hudson.

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