James Bond might take it shaken not stirred, others like it any time, any place, anywhere but one thing is for certain, while many a teen will have been put off for life by downing a bottle from their parents’ drinks cabinet, Martini still manages to maintain its classic Italian image.
And, building on over 160 years of heritage, this week has seen the brand jump into bed with acclaimed actor and local hero Jonathan Bailey – he lives in Hove, actually – as this summer’s Martini Man.
Bailey, who is gay, has been described by the media as a sex symbol whose fans span “all genders and orientations”. The brand insists the partnership signals a bold step towards engaging the next generation of premium drinks consumers, and a new era for Martini.
At the heart of the social-first campaign is a new short film “Off Script”, which was filmed across Southern Italy and shows Bailey rejecting scripts for polished roles, to embrace spontaneity, ultimately ordering a “Martini Spritz”.
And, according to the official blurb, “it blends tongue-in-cheek self-awareness with iconic Italian flair…to resonate with culturally curious consumers”.
The campaign also supports the roll-out of Terrazza Martini – a new experiential platform built to bring the Italian aperitivo lifestyle to key cities across Europe through events, creative partnerships, and hospitality takeovers – with activations taking place across European rooftops, bars and piazzas in over 30 cities including Madrid, Barcelona, Berlin and Antwerp.
Martini global VP Emma Fox said: “We’re setting the tone for the future – a Martini that’s as playful as it is premium, bringing our Italian heritage to life in new ways for a new generation.”
So, what is the consensus around the Decision Marketing office?
Well, as is often the case, the official blurb tries to bamboozle you with gobbledegook, and we quote: “The partnership with Bailey taps into a growing cultural conversation: when everything looks and feels the same, choosing differently becomes an opportunity for discovery and inspiration”… “as the aperitivo moment thrives, the Martini Spritz collection offers authentic, modern choices for this vibrant occasion.” Who writes this nonsense?
Just look at the ad instead; it’s nicely shot, vaguely amusing and makes you want to travel to Southern Italy to take in the amazing landscapes. Whether you fancy a Martini when you get there is another matter but at least it sets the scene. And, let’s face it, who wouldn’t down a few if you had the luxury of that view?
Decision Marketing Adometer: A “saluti” 8 out of 10
