Smirnoff recruits actors for US campaign

Diageo has recruited actors and comedians T.J. Miller and Thomas Middleditch to star in the second instalment of its US marketing campaign for Smirnoff Vodka.

T.J. Miller and Thomas Middleditch star in the next instalment of Smirnoff Vodka’s Exclusively for Everybody campain

First launched in April 2014, Smirnoff’s Exclusively for Everybody campaign has now reached its second iteration, continuing to promote the idea that “good times are more fun when everyone is included”.

In a new advertisement for the campaign, titled “The Road Trip”, Miller and Middleditch are filmed travelling 3,098-miles from Los Angeles to New York Comic Con to pitch an alternative “non-Hollywood” film idea.

Smirnoff has created six different broadcast and online films for “The Road Trip”, where Miller and Middleditch are shown to learn about Smirnoff Vodka.

“Last year, we brought a fresh voice to vodka and broke through some of the pretentious characteristics the category has come to be associated with,” said Brian Radics, Smirnoff brand director.

“This year we wanted to further heighten that message and seek out moments that are made even better by including everyone. As a brand, we were excited to learn that T.J. and Thomas share our beliefs so much that they would join us to spread the message of inclusivity with everyone.”

Miller and Middleditch appeared at New York Comic Con on Thursday 8 October to launch the campaign.

“We don’t have to be big, muscle clad, unusually handsome, men to be super or heroes,” said Miller. Look at me and how awesomely weird Goldperson looks.

“This belief that everyone is welcomed in is what Thomas and I love about being involved in the Smirnoff brand’s Exclusively for Everybody campaign, and is something we don’t often see enough anymore.”

In September this year, Diageo launched a new advertising campaign for Johnnie Walker – the brand’s biggest to-date – featuring a host of famous brand ambassadors, including British actor Jude Law.