SKYY Vodka, the number-one selling domestic super-premium vodka in the U.S., announced its first-ever TV campaign for the brand: “Passion for Perfection.” The effort will first appear 7/19 on national general consumer television and online. 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.
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 AOR Lambesis, the creators of the Passion for Perfection campaign; 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.
The spot’s approach reflects the cutting-edge style and attitude of Digital Domain, Mothership, Lambesis and SKYY. 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.
Shot with minimal live action using models against green screen and few props, the commercial’s interior and exterior environments and all liquids – the visual center of the campaign – are 100% digital. The spot is scored by Polyamorous Affair’s “White Hot Magic.”