‘Infamous Since 1864’: Diageo launches new Smirnoff campaign

Diageo has launched the first global advertising campaign for its Smirnoff brand in more than 25 years.

Caled ‘Infamous Since 1864’, the campaign is described as an “evocative homage” to the 155-year history of the vodka.

The Infamous Since 1864 film was directed by Rupert Sanders, who also directed Snow White and the Huntsman.

The film tells the story of the Smirnoff brand, documenting its roots in Russia, resurrection in France, growth in Europe and position “at the forefront of the cocktail revolution in the US in the 1950s”.

“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,” said Neil Shah, global marketing director for Smirnoff.

“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’.”

‘Infamous Since 1864’ debuts across Europe this week, followed by a global roll out across international markets, including: US, Canada, Brazil, Argentina and Kenya.

Earlier this year, Diageo expanded its Smirnoff offer in the UK with Smirnoff Infusions, a spirit infused with fruit essence and natural ingredients.