Vodka brand Smirnoff has unveiled the next chapter of its continuing brand campaign: a television advertisement that tells the story of a deaf dance teacher who teaches his pupils how to enjoy music without hearing it.
Chris Fonseca, from London, had always wanted to be a dance teacher and explains, through the advert’s documentary-style approach, how his group of deaf dancers can feel the beat of the music when they’re dancing in spite of their impairments.
The creative will debut next week and marks the first time that Smirnoff’s We’re Open campaign, which it launched last May, will advertise on television. It will be preceded by social media activity from today and supported by widespread out-of-home (OOH) advertising from 28 March.
The OOH creatives will run for two weeks and include a series of executions that celebrate Fonseca and the community of deaf dancers through simple but bold headlines, including “deaf or not, everyone can dance”, “I don’t feel the music but I feel the beat”, and “nobody knows we’re deaf on the dancefloor”.
Smirnoff marketing director Julie Bramham said: “We are privileged to work with someone as inspiring as Chris and are delighted to be able to help celebrate and share his story at scale through our We’re Open campaign. The campaign will run across a number of culturally relevant, innovative channels, and we’re excited to launch this next step in our campaign to celebrate diversity and move people to be more inclusive.”
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