Bottle of Smirnoff Vodka

The story of Smirnoff brought to life in an evocative cinematic campaign

February 4, 2021
By Melissa Parker

Smirnoff’s first global campaign in 25 years, ‘Infamous since 1864’ is a slice of cinematic ingenuity that captures the historical provenance, playful reverence and global impact of one of the world’s most iconic vodka brands.

The campaign traces the Smirnoff’s story back to 19th century Russia and pays homage to the brand’s 155-year-old history, its life and times, challenges and victories.

The resilience of the Smirnoff brand over its history is dramatically depicted in a cinematic montage of events beginning with the vodka’s roots in Russia during the Revolution through to its infiltration of Europe, its prohibition in America, its resurrection through its incognito participation in the cocktail revolution, and its role revolutionising 1990s Hollywood club culture. All the while Smirnoff was in demand, ‘traded in secret’, its provenance and heritage protected for the ‘rascals’ that know it and love it.

Created in partnership with global creative agency 72andSunny “Infamous Since 1864” is beautifully directed by Rupert Sanders, known for his award-winning commercial work and feature films such as Snow White and the Huntsman and Ghost in the Shell. It’s the brand’s first global campaign in 25 years.

Smirnoff Australia Marketing Manager, Maddy Stockwell, says “We’re so excited to share Smirnoff’s historical journey with Australian audiences, through the captivating work that is ‘Infamous Since 1864.’

“It’s a story that fans of the brand may be hearing for the first time and demonstrates what it took for Smirnoff to become the world’s number one vodka brand.”

The campaign will activate across broadcast (free-to-air and subscription television), OOH (street posters and billboards), digital (display, BVOD, YouTube), music streaming (Spotify) and social.

View the Smirnoff “Infamous Since 1864” campaign on YouTube HERE.

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