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James Van Der Beek stars in Belvedere ad
Belvedere vodka has recruited Dawson’s Creek actor James Van Der Beek to star in a new advertisement for its #MakeTheDifference campaign, which aims to raise awareness of HIV/Aids.
James Van Der Beek in Belvedere’s ‘Destiny’ advertisementReleased on World Aids Day yesterday (1 December), the new advert is part of the brand’s partnership with RED, a non-profit co-founded by U2’s Bono, in its quest to raise awareness and funds to fight HIV/Aids.
Directed by Dugan O’Neal and starring Van Der Beek, the advert titled ‘Destiny’ is shot in black and white and pokes fun at “self-indulgent” advertising.
Van Der Beek told the Vice: “It was our chance to take the piss out of these self-indulgent, self-important ads you see on TV. It seemed like something that would be a lot of fun to do.
“We wanted to lull the audience into thinking this was a serious, straightforward ad before making it weirder and weirder.”
Belvedere donates 50% of its profits from every bottle of its Belvedere RED sold to the Global Fund to fight HIV/Aids in Africa.
Van Der Beek follows in the footsteps of musician John Legend, who lent his musical talents in support of the #MakeTheDifference campaign this year.
Scroll down to view the new Belvedere vodka advertisement.