Beverage News

Skyy Vodka launches its first TV commercial

July 18, 2012
KEYWORDS Skyy / TV commercial / Vodka
/ Print / Reprints /
/ Text Size+

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

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

International Pineapple Day at Bahama Breeze

In celebration of International Pineapple Day on April 2, Bahama Breeze locations across the country invited the media and consumers to celebrate with cocktails that feature the tropical flavor of the pineapple. (Photos by Liz Parker and Jennifer Haderspeck)

10/10/13 2:00 pm EDT

Ditch the weighting agents: A cost effective solution for delivering flavors and actives

Available On Demand Learn how to reduce costs and energy use by enabling high oil load emulsions, eliminating the need for weighting agents like brominated vegetable oil (BVO).

Beverage Industry Magazine

BI April 2014 cover

2014 April

The April 2014 Beverage Industry includes a cover story on moonshine, as well as articles about CSD brands, whiskey, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Spirits Segments

Which spirits segment will perform the best in 2014?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!


facebook40 twitter    youtubelinked