Smirnoff shares its infamous history in first global campaign in 25 years via 72andSunny NY


Smirnoff has today launched the brand’s first global advertising campaign in over twenty-five years via its global creative agency 72andSunny New York.


“Infamous Since 1864” is an evocative homage to the colourful 155 year history of Smirnoff and the extraordinary events that led to it becoming the World’s No. 1 Vodka1, enjoyed in more than 130 countries around the world today.

Directed by Rupert Sanders, known for his award-winning commercial work and feature films such as Snow White and the Huntsman and Ghost in the Shell, “Infamous Since 1864” is inspired by the unconventional and often unexpected path Smirnoff has chartered. From its humble roots in Russia to being resurrected in France, making its way across Europe and being at the forefront of the cocktail revolution in the US in the 1950s, it’s a tale full of dramatic events and jeopardy.

“Infamous Since 1864” debuts across Europe this week, followed by a global roll out across international markets, including: US, Canada, Brazil, Argentina and Kenya and Australia later in the year. The integrated marketing campaign will be supported with broadcast, OOH, digital, social and print advertising.

Says Neil Shah, global marketing director, Smirnoff: “We’re delighted to share the far from ordinary story of Smirnoff and what it took to become the world’s no.1 vodka brand. This will be the first truly global campaign on the brand in more than 25 years and will launch with significant media investment in markets including: North America, Europe, Latin America and Africa. It’s been a privilege to work with renowned director Rupert Sanders, who shared our bold ambition for this campaign, and we are thrilled to soundtrack the film with an original composition of El Michels Affair’s cover of the iconic hip hop track “Shimmy Shimmy Ya”.

Agency: 72andSunny, NY
Director: Rupert Sanders
Production Company: MJZ
Editorial: Work, NYC
VFX: Blacksmith
Music: Woodwork
Mix/Sound Design: Wave, NYC