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Campari America, a wholly owned subsidiary of Davide Campari-Milano S.p.A., kicked off the first TV advertising campaign for Skyy Vodka in the brand’s 20-year history. The campaign, called “Passion for Perfection,” will first appear July 19 on national general consumer TV and in online executions. These spots will be accompanied by digital site takeovers, rich digital media, billboards, transit and large-format wall installations in the United States rolling out throughout 2012.
For the campaign, Skyy partnered with ad agency 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 and the recent virtual performance of deceased rapper 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.
"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 for Campari America, in a statement. "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 fantasy narrative begins with an aerial shot of a glacier leading to an ultra modern distillery set against a snow-covered landscape. Inside, fun and flirtatious choreography propels young workers operating futuristic chrome and glass machinery, passionately producing super-premium vodka infused with Skyy’s glamour and style, the company says.
"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," Mothership's Van Der Woerd said in a statement. "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 a green screen and few props, the commercial's interior and exterior environments and all liquids are 100 percent 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 company says.
Behind-the-scenes footage of the making of the campaign will be unveiled to Skyy Vodka fans through Skyy’s Facebook and Twitter pages. A historical perspective of the brand’s advertising can be found in The Lounge section of skyy.com.