New Amsterdam Vodka kicks off US campaign

American wine producer E&J Gallo is raising the profile of its vodka brand New Amsterdam with a new US marketing campaign – the largest in the company’s 84-year history.

The Pour Your Soul Out campaign looks to “celebrate those who give 110% everyday”

Created by advertising agency David&Goliath, the Pour Your Soul Out campaign champions those who share an “unrestrained passion” for everything they do.

The 30-second spot features drummer Omari Williams, an accomplished drummer who has toured with major artists and contributed to several albums. The campaign also includes a 78-second extended version of the advertisement that will run online and on digital.

“A hard-working spirit flows through everything we do,” said Michael Sachs, director of marketing for New Amsterdam Spirits.

“New Amsterdam Vodka has always been inspired by those who keep their heads down, hustle hard and do what they love. That’s been our approach to crafting our vodka from the start.”

The commercial premiered during the NBA Finals on 1 June and will continue to air throughout June during primetime editions of SportsCenter on ESPN.

The campaign launch will include a strong digital presence, with a 24-hour YouTube masthead takeover to reach consumers who are 21 and over on YouTube, a national Snapchat filter and a homepage takeover on Spotify.

In addition, Pour Your Soul Out will come to life through event sponsorships, a video partnership with Complex, publicity campaigns and social media.

In August last year, Premier League football team Crystal Palace unveiled a sponsorship deal with New Amsterdam Vodka, making the brand an official partner of the club for the 2016/17 season.

Check out the full video below.