SAN FRANCISCO, July 16, 2012 /PRNewswire/ -- Following years of
creating some of the most memorable, iconic images in advertising
history, SKYY® Vodka, the number-one selling domestic super-premium
vodka in the U.S., announced today its first-ever television
advertising campaign for the brand: "Passion for Perfection."
The campaign is the living embodiment of SKYY's essence and
proprietary distillation process – a perfect balance of sleek,
modern style and an obsessive desire for quality.
Never afraid to push the envelope, SKYY Vodka over the years
revolutionized the vodka industry with sexy and thought-provoking
print advertising shot by world famous photographers, such as
David LaChapelle, Matthew Rolston and Moshe Brakha. With the brand's first broadcast
spot in its 20-year history, SKYY's insistence on excellence and
innovation led to a partnership with ad agency of record Lambesis,
the creators of the Passion for Perfection campaign; the Academy
Award-winning digital studio Digital Domain; and its commercial
production arm, Mothership. Digital Domain has created visuals for
more than 90 movies, including the "Transformers" series,
"Titanic," "TRON: Legacy," and the recent jaw-dropping performance
of "virtual" Tupac Shakur at The Coachella Valley Music and Arts
Annual Festival. Mothership director Sil
Van Der Woerd developed the visual language for the SKYY
campaign which will launch with a 60-second film that goes beyond
the borders of a traditional television commercial.
"For our first time on television with our SKYY Vodka brand, our
DNA demanded we do something amazing and eye-catching," said
Umberto Luchini, Head of Marketing,
Campari America. "After seeing the Tupac Shakur hologram at
Coachella, we knew we had teamed
with the right production company to take our brand essence of sexy
style, exceptional quality, and, of course, our iconic blue bottle
to the small screen in over-the-top fashion."
The spot's breakthrough, fantastical approach reflects the
cutting-edge style and attitude of Digital Domain, Mothership,
Lambesis and SKYY Vodka. The fantasy narrative begins with a
sweeping aerial shot of a shining glacier leading to an ultra
modern distillery set against a pristine snow-covered landscape.
Inside, fun and flirtatious choreography propels gorgeous young
workers operating futuristic chrome and glass machinery,
passionately producing super premium vodka infused with SKYY's
unmistakable glamour and style.
"The challenge for us on the Passion for Perfection campaign was
how to condense SKYY's 20 years of innovation, quality and style
into a 60-second commercial," said Mothership's Van Der Woerd. "The aesthetic we wanted was both
organic and sleek. We drew inspiration from some of our most
memorable film work and modern architecture to create digital
environments that captured the brand's essence and took the piece
somewhere beyond the imagination, yet firmly grounded in the
attributes that have made SKYY one of the most recognizable brands
in the world."
Shot with minimal live action using models against green screen
and few props, the commercial's interior and exterior environments
and all liquids – the complex visual center of the campaign – are
100% digital, created by Digital Domain. The spot is scored
by Polyamorous Affair's "White Hot Magic" to create an underlying
seductive vibrancy that celebrates the iconic cobalt blue SKYY
Vodka bottle with an aesthetic that is both organic and sleek with
a premier and accessible vibe.
The SKYY Passion for Perfection campaign will first appear on
July 19 on national general consumer
television and in online executions. Media includes Bravo, ESPN,
ESPN2, Comedy Central, TBS, E! Network, and hulu, among
others. These spots will be accompanied by digital site
takeovers, rich digital media, billboards, transit, and
large-format wall installations in the U.S. rolling out throughout
2012.
The SKYY Passion for Perfection advertising campaign was
developed by Lambesis of La Jolla,
CA. Behind the scenes footage of the making of the campaign
will be unveiled to SKYY's loyal fans first through SKYY's Facebook
page (www.facebook.com/skyyvodka) and Twitter pages
(@skyyvodka). A historical perspective of SKYY's advertising
can be found in The Lounge section of SKYY.com.
History of SKYY Advertising
SKYY Vodka has never been shy about letting the world's
most accomplished and controversial artists interpret the brand's
sexy image in bold and daring fashion. SKYY's first print
campaign, created by Lambesis in 1998, was shot by renowned glamour
photographer Moshe Brakha and
exhibited striking, evocative characters set against a rich,
textured cinematic theme. A second print campaign featured the
distinctive style of influential still photographer Matthew Rolston, who depicted seductive,
provocative characters in his work including a 2003 celebrity
campaign featuring Taye Diggs,
Gretchen Mol, Kyle MacLachlan,
Heather Graham and John Leguizamo. In 2007, SKYY looked to
acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful,
tantalizing images that captured the essence of cocktail glamour
and the jet set lifestyle which would constitute its third
campaign. In 2008, SKYY unveiled new, vivid imagery borrowing
heavily from the pop-art movement. Because of its bold, sexy
imagery, SKYY's ads have become collectible pieces of artwork.
About Campari America
Campari America is a wholly owned subsidiary of Davide
Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM),
together with its affiliates Gruppo Campari. At the heart of
Campari America are two legends in the American spirits
industry. The first, Skyy Spirits, was founded in
San Francisco back in 1992 by the
entrepreneur who invented iconic SKYY Vodka. The second is
the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been
making the world's finest whiskies since the 1800's. Both
companies were purchased by Davide Campari-Milano and together they
form Campari America, which has built a portfolio unrivaled in its
quality, innovation and style, making it a top choice among
distributors, retailers and consumers. Campari America
manages Gruppo Campari's portfolio in the US with such leading
brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey®
Straight Kentucky Bourbon, American Honey®, Russell's Reserve®,
Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolon®
Tequila, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®,
Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaca and
Jean-Marc XO Vodka®. Campari America is also the exclusive US
distributor of Bowmore® Islay Single Malt Scotch Whisky,
Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch®
Highland Single Malt Scotch Whisky, McClelland's® Single Malt
Scotch Whisky, Flor de Cana® Rum, Midori® Melon Liqueur, Hibiki®
Whisky, Hakushu® Single Malt Whisky, and The Yamazaki® Single Malt
Whisky.
Campari America is headquartered in San Francisco, California. More
information on the company can be found at www.campariamerica.com,
www.facebook.com/campariamerica, Twitter: @CampariAmerica and
www.camparigroup.com. Please enjoy Campari America brands
responsibly and in moderation.
About Gruppo Campari
Davide Campari-Milano S.p.A., together with its affiliates
("Gruppo Campari"), is a major player in the global beverage
sector, trading in over 190 nations around the world with a leading
position in the Italian and Brazilian markets and a strong presence
in the USA and Continental Europe.
The Group has an extensive portfolio that spans three business
segments: spirits, wines and soft drinks. In the spirits segment
its internationally renowned brands, such as Campari, Carolans,
SKYY Vodka and Wild Turkey stand
out. It also has leading regional brands including Aperol, Cabo
Wabo, Camparisoda, Cynar, Frangelico, Glen Grant, Ouzo 12, X-Rated
Fusion Liqueur, Zedda Piras and the
local Brazilian brands Dreher, Old Eight and Drury's. Its wine
segment boasts the global brand Cinzano, as well as important
regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella&Mosca and
Teruzzi&Puthod. The soft drinks segment comprises the
non-alcoholic aperitif Crodino and Lemonsoda as well as its
respective line extension dominating the Italian market. The Group
employs over 2,200 people. The shares of the parent company, Davide
Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), are
listed on the Italian Stock Exchange. www.camparigroup.com
More information on the company can be found at
http://www.camparigroup.com/en/group/main.jsp and
www.youtube.com/campariofficial
SOURCE SKYY Vodka
