Advertisements for top-shelf liquor often lean closely and stereotypically into the 1% life-style, with lovely folks hanging out in unique settings the place the frequent folks aspire to tread.
The brand new marketing campaign for Belvedere 10, a $150-per-bottle line extension of the flagship vodka, goes for a barely completely different type of stylish, whereas including a dose of humor that’s largely absent from the class.
The cinematic spot comes from director Taika Waititi, who stars alongside Grammy Award-winning artist Future. It takes place at a dilapidated hacienda-turned-nightclub the place the bartender—Waititi as a grill-wearing Kiwi cowboy—calls for an elaborate and more and more ridiculous secret handshake earlier than he’ll rustle up a cocktail.
Future obliges, and the outcomes are hilarious (and imminently rewatchable—don’t overlook the outtakes on the finish of the video).
Different scene-setters embody a pair of classic white Rolls Royces—that is nonetheless high-end hooch—custom-made crocodile boots, sharp-dressed males and a banging soundtrack.
“There’s a high quality line that enables humor and rebelliousness to exist inside luxurious,” Waititi stated in a press release. “This marketing campaign embodies a uncommon second the place this intersection meets.”
Whereas the actor-writer-director referred to as Belvedere “one of many coolest alcohol manufacturers on this planet,” Future stated he “beloved that there was a readiness to craft one thing unedited, real and resolute—I appreciated the idea that you just can’t feign it, you will need to genuinely embody it.”
The three-minute “director’s lower” is a sequel of kinds, following Waititi’s dance-centric spot with Daniel Craig in late 2022. The lauded long-form advert solidified Belvedere’s relationship with the previous James Bond and launched on a Instances Sq. billboard, a primary for the model.
